Airbnb stamp'd
Strategy & Concepting | D&AD Shift Brief-in-a-Day
When Gen Z travels, they don't want to visit a place. They want to be claimed by it. I worked as Creative Strategist on a team that pitched Airbnb a feature connecting travelers with locals through a physical stamp system — collect stamps, unlock culture, earn your place in the city. I developed the core insight that only a native can make you feel like a local, and conceived the multicultural hub experience that brought global connection home. We had 6 to 8 hours from brief to presentation. Airbnb heard the pitch directly and awarded our team a trip to their San Francisco headquarters
Team
Ashley Taliaferro (Creative Strategist), Davina Johnson (Creative Producer/Designer), Raoul Arboite (Project Management/Strategy), Noa Samassa (Art Direction), Dimitri Jean (Strategy/Copywriting), Bryan Badia (Creative Strategist)
The Problem
70% of Gen Z is looking for immersive travel experiences, yet only 20% are actually experiencing them. Airbnb came to us with "Project Purple"—a feature that lets travelers stay in unique homes while participating in immersive, locally-led creative experiences.
The Insight
When Gen Z travels, they want to be immersed in a place and feel part of the community. But only a native can make you feel like a local.
The Campaign
Stamp'd: A new Airbnb feature that connects travelers with local hosts and experiences through a physical stamp system. When you visit local businesses, attend community events, or book stays with neighborhood hosts, you collect stamps that unlock deeper access to the city's culture.
Tagline: Got stamp'd? Congrats—you're a resident.
But stamp'd goes beyond travel. The campaign also introduces multicultural hubs and events where people can experience different worlds in one place—bringing the spirit of global connection home. Multi-level experiences with local community markets, experience hosts leading activities, and super hosts touring room replicas.
Each culture floor has its own QR code that, when scanned, adds the correlating cultural experiences straight to your Airbnb wishlist. Local New York influencers and community leaders become "Community Stampers"—the people who know culture better than anyone.
What I Contributed
Strategy & Concepting
Core insight: only a native can make you feel like a local
Multicultural hub/event concept (experiencing different worlds in one place)
Collaborated on campaign development and stamp system activation strategy
Collaborated and assisted Copywriter.
The Pitch: We had 6-8 hours from brief to presentation. Airbnb heard the pitch directly. The idea wasn't just strategic—it was personal. It came from understanding what Gen Z actually wants: not to be a tourist, but to be welcomed. After pitch we were awarded a trip to the AirBnb Headquarters in San Francisco, CA.