THE BACKSTORY: From the Place You Stay to the Reason You Go
Airbnb changed the game. Where hotels were rigid and expensive, Airbnb offered flexibility, affordability, and a more personal way to travel. It democratised the holiday, putting unique and accessible stays within reach of anyone, anywhere.
Having rewritten the rules of practical travel, Airbnb was now ready for its sequel. Not just the smart choice. The unforgettable one.
The Disney-Pixar-themed properties in LA were the opening scene of that next chapter - properties so extraordinary that families won’t use Airbnb just to book accommodation, but to build vacations around its properties. For the first time, Airbnb wasn't just where you stayed. It was the destination itself.
THE HERO: Airbnb and its Disney-Pixar Properties
Airbnb had the vision to see what others didn't. That a Disney-Pixar themed properties in LA weren’t just a novelty listing, it was a cultural moment waiting to happen.
A bold bet that families didn't just want somewhere convenient to stay, they wanted somewhere extraordinary to go. By launching these experiences and backing them with the right story, Airbnb wasn't just expanding its offering. It was staking its claim as the home of unforgettable family experiences.
The stage was set. It just needed the right script.
THE VILLAIN: Families Weren’t Thinking Airbnb
When it came to planning a family holiday, Airbnb simply wasn't in the conversation. Families had their trusted go-tos - the package deals, the all-inclusives, the hotel chains that promised a safe and predictable experience.
Airbnb was associated with city breaks and couples' getaways. Not school holidays. Not kids. Not the kind of magical, shared experience that families dream about and save up for.
The perception gap wasn't about awareness, families knew Airbnb, just not as a holiday destination.
The Audience: Families Who Live for the Moment
Digitally native, entertainment-led families. Millennial and Gen Z parents who are Disney and Pixar fans first, and social-first consumers who don't just book holidays, they share them, remix them, and engage with them culturally online.
This was an audience that lives on short-form video, takes recommendations from creators over traditional advertising, and expects brands to show up with personality, not just promotion. The kind of families for whom a holiday isn't just a break; it's a story worth telling.
THE SCRIPT: A viral creator as your host
Every iconic home needs an iconic host. Our insight was simple: if you're visiting The Incredibles mansion, your host shouldn't be generic, it should be legendary.
We partnered with Edna Mode impersonator, Khian Brown, positioning him as the official host and guide to the property, channelling Edna Mode's unmistakable tone, authority, and razor-sharp wit to transform a property walkthrough into a full entertainment moment. Rather than feeling like an ad, the content felt like an extension of the film's universe, built specifically for social feeds.
We led the full creative direction, from concept development and scripting through to production oversight and an optimised rollout strategy. Every decision was made to blend character performance with platform-native humour, ensuring the content didn't just reach families, it delighted them.
BOX OFFICE RESULTS
146 million views
21 million likes
1.4 million saves
1.2 million shares
Beyond the numbers, the campaign successfully positioned the property as a must-visit cultural experience, extended its lifespan far beyond initial press cycles, and embedded Airbnb firmly within family entertainment conversations online.
By turning a listing into a character-led social moment, we helped Airbnb unlock mass awareness, and made the mansion feel truly Incredible.
.avif)
.jpg)
