Airbnb · advertising concept · not commissioned

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Give it a month.

An advertising concept for Airbnb. Airbnb has stays of a month or longer, but people know it for holidays. A month in someone else’s flat feels risky: will there be a place to work, will it ever feel like yours? The campaign shows a month as a base: an office with a view of the city, a corner that fills up over four weeks, and a spare key.

The first story is an office for a month. One banner per city: a desk, a chair and a monitor by a window with a view you only get there. There are no people in the frame; the place is waiting for whoever arrives.

+20%share of 28+ night bookings among campaign clicks vs regular ads: the test threshold. A hypothesis, not tested yet

18%of nights on Airbnb were stays of 28+ days in Q3 2023, per the company’s shareholder letter

3stories: office, corner, key

×3fewer working images than Arc'teryx: about 130 against 380. The route was built on what the two previous concepts taught

Airbnb: city light at a bus stop in Lisbon — **AIRBNB_/_01.1**City light at a bus stop in Lisbon, next to people arriving with suitcases. Line: “Your office this month.”

Airbnb: feed post on a phone — **AIRBNB_/_01.1b**Feed post. Line: “Give it a month.”

Airbnb: screen in the arrivals hall — **AIRBNB_/_01.2**Screen in the arrivals hall, Copenhagen. The office for a month greets you on the way out of the airport.

Airbnb: poster in a metro underpass — **AIRBNB_/_01.3**Poster in a metro underpass. Line: “Your wall.”

Airbnb: paper poster on a wall in Mexico City — **AIRBNB_/_01.4**Paper poster on a wall in Mexico City. Line: “Stay long enough for a spare key.”

Airbnb: poster on a metro platform — **AIRBNB_/_01.5**Poster on a metro platform. Line: “A month adds up.” The mockup scenes were generated from the finished banners. The text on every board was checked against the layouts, and the logo was replaced with the exact mark.

Airbnb: workspace with a view of Cape Town — **AIRBNB_/_01.6**Cape Town. A desk by the window, the mountain behind it.

Airbnb: workspace with a view of Mexico City — **AIRBNB_/_01.7**Mexico City. A desk by the window above the city.

Airbnb: workspace with a view of Copenhagen — **AIRBNB_/_01.8**Copenhagen. A desk by the window above the rooftops.

Airbnb: workspace with a view of Lisbon — **AIRBNB_/_01.9**Lisbon. A desk by the window, the river behind it.

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What could go wrong in a month

The idea grew out of complaints on Reddit: a lot can go wrong over a month in someone else’s flat. The host cancels, there is no wifi, the power keeps cutting out. The campaign answers that fear with a picture: in four weeks the flat becomes yours.

r/AirBnB, December 2025“Host cancelled my one month stay seven months after booking with no explanation.”
r/AirBnB, May 2025“There will be no wifi at our airbnb”
Freaking Nomads, March 2026“the electricity kept cutting out”

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A corner over four weeks

The second story is the same corner of a flat in four frames, from week one to week four. Each week something of your own appears: plants, postcards, things. By the end of the month someone else’s flat looks lived-in.

Airbnb: a corner of the flat over four weeks — **AIRBNB_/_03.1**4:5 feed banner. Line: “Give it a month.”

Airbnb: a wall going from empty to lived-in — **AIRBNB_/_03.2**Square. Line: “Your wall.”

Airbnb: a table with plants, week by week — **AIRBNB_/_03.3**Square. Line: “Your table.”

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The spare key

The third story is a bunch of keys. You get a spare key when you live somewhere, not when you visit. Every week a local keyring joins the bunch.

Airbnb: a bunch of keys with local keyrings — **AIRBNB_/_04.1**Line: “Stay long enough for a spare key.”

Airbnb: four bunches, one for each week — **AIRBNB_/_04.2**Line: “Every week, a little more local.”

Airbnb: keyrings of the month — **AIRBNB_/_04.3**Line: “A month adds up.” The frames were generated; the text and logo were set as a separate layer.

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How to test it

Hypothesis: if a month is shown as a lived-in base, more people from the campaign will move on to monthly stays and book 28 nights or more. The metric is the share of such bookings among visits from the campaign. Success threshold: +20% to that share against regular ads, from a base of 18% of nights; by my estimate this needs about 1,900 campaign bookings per group. The test has not been run; this is a concept.

Speculative concept. Not affiliated with or endorsed by Airbnb.

RationalePeople already buy monthly stays: 18% of nights on Airbnb are stays of 28+ days. The fear from chapter 02 holds the rest back, and the campaign answers it with a picture.
MethodTwo groups: one sees the campaign, the other sees regular Airbnb ads. The comparison is the share of 28+ night bookings among visits.
ExpectationA share of 21.6% or more (an 18% base plus 20%) confirms the hypothesis, and the campaign moves to other cities. Below the threshold the story does not remove the fear, and the next one is tested.
SpeedAbout 130 working images against 380 for Arc'teryx and 1,200 for Dyson. The threshold was set before any frames, and the stories avoid an exact product object, the kind that took Dyson dozens of rounds.