Thanks to Caitlyn Jenner, the transgender community continues to garner attention and headlines. For instance, there were 145,926 Tweets around Jenner’s appearance at the 2015 ESPY's awards between 8pm -11pm Eastern time on July 15, according to Amobee Brand Intelligence.
Now, vacation rental platform Airbnb is leveraging Jenner's high profile to launch the "Is Mankind?" campaign to "explore the kindness of man." The effort is running in the U.S., UK, and Australia.
Developed by creative agency TBWA/Chiat/Day and media agency Starcom, the campaign developed a special 60-second spot to specifically run during the ESPYs right after Jenner received the Arthur Ashe Award for courage.
The ad features a baby in a home setting and reveals the innocence and innate kindness of youth, as a way to highlight a current example of the kindness of man. Other :30 and :60 second spots feature quotes and questions to "embrace how kindness is universal, inherent to all, and transcends barriers," per the client.
Additional campaign elements include social media, and out-of-home. Digital pre-roll will run on Hulu and YouTube and TV ads will appear on CNN and Comedy Central. The campaign will also take over the New York Times homepage. There will also be event sponsorships in various countries, including the Pitchfork Concert in the U.S. and the Monocle party in the UK.
The effort aims to encourage people to “Belong Anywhere” through a culture conversation that ties in to Airbnb's philosophy that humans are born kind and open to their fellow man, which enables wonderful experiences.