The challenge
In 2018, Airbnb faced growing criticism in Barcelona. Rising housing prices and the impact of tourism had put the brand under scrutiny. To address it, Airbnb needed a campaign that shifted the focus to quality tourism, host–guest relationships, and respect for the city.
The idea
We chose to teach the world a very special word—one that exists only in Catalan: seny. A uniquely Barcelonian concept that speaks to common sense, balance and mutual respect.
