Every Traveler Deserves a Home
Extending Airbnb's 'belong anywhere' promise to the species losing their homes fastest: birds.
The Fresh Problem
Airbnb's mission was built around the idea that everyone deserves to belong somewhere — but the species losing habitat fastest to human construction and deforestation don't get a say in the matter.
The Move
Every Traveler Deserves a Home reimagined the birdhouse as a real estate listing: handcrafted homes built with the same care as an Airbnb stay, sheltering the wildlife displaced by the very growth the campaign's own industry represents.
Why It Worked
The idea worked by taking Airbnb's own promise literally and applying it somewhere the brand had never claimed it — proof that a brand's core belief can travel into causes far outside its category and still sound like the same company saying it.
2016
Work led by Eduardo Marques as Chief Creative Officer or Executive Creative Director over a 31-year career. This is the founder’s body of work, not a ROCKMILK client roster. What carries over is the pattern, and the judgment that found it.