Paris-based AdForum - self-described as "The best and largest global advertising agency directory & creative library" selects each month its Top 5 ads in various industry categories.
Their October 2018 pick for #1 tourism ad is the Zerobnb video created by agency TBWA\Helsinki for Finnish energy company Neste, which claims to be "the world's largest producer of renewable diesel from waste and residues".
Here's Neste's explanation of why it has created Zerobnb:
"We love Airbnb. But there’s one thing missing from our favourite service: a category for sustainable homes. That is why, on International Day of Climate Action, we created this Zerobnb site. Tourism causes almost a tenth of global emissions. We think it’s time to make every journey a journey towards zero emissions. We’re not asking for much. We just want Airbnb to add a new category for sustainable home options. After that, we can get rid of Zerobnb."
And they invite viewers to suggest their own sustainable Airbnb properties for inclusion on Zerobnb:
"Suggest zero homes
Help us catch Airbnb’s attention by sending us your Airbnb listing. We will collect the coolest sustainable homes on Airbnb and feature them on Zerobnb until Airbnb adds a sustainable category."
AdForum invites viewers to rate ads on 1-10 scales on:
- Originality of the idea
- Quality of the execution
- Emotional impact
As of right now - morning of 12 November - AdForum viewers have given this ad an aggregate score of 6.4 out of 10.
You can put your two cents in here: https://www.adforum.com/top5/travel/49 .
Zerobnb video is clean and simple, must have been one of TBWA\Helsinki's lowest-cost productions. But it gets its message across, and the tie-in with Airbnb is brilliant. Good on Neste and TBWA\Helsinki.