Night At — Michael Smith

Night At Campaigns

Airbnb launched the Night At contest series in 2015 to inspire the world by transforming the most iconic places into bedrooms—from Fenway Park to Van Gogh’s bedroom, Abbey Road to Dracula’s Castle. Millions of passionate travelers around the world submitted their entry for these once-in-a-lifetime stays. Given that every submission required an Airbnb account, this series of campaigns was highly successful at increasing bookings and awareness for the brand.

As the Creative Lead, I was responsible for the concept, messaging, and storytelling for every new event. I worked alongside an art director and marketing leads to redesign these legendary spaces into awe-inducing bedrooms.

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Selected Press:  NY Times, Forbes, Fast Company, BBC, National Geographic, USA Today, ABC, NBC, CBS, The Drum, Afar, ESPN, Rolling Stone, Pitchfork, Smithsonian Mag, AdWeek, Creativity

Impact: 385,473,655 impressions, 9,981 press hits, 327k new account sign-ups, 700k content submissions.

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The series was retired in 2018 and has since been resurrected as Only On Airbnb. In total, the team created over 20 experiential campaigns around the world—building bedrooms in Fenway Park, the Chicago Bulls stadium, the Great Barrier Reef, for the full solar eclipse, in a shark aquarium, the Paris Catacombs, and within a custom-made Lego house.

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Team: Tony Högqvist, Bridget Harris, Carol Cho, Chris Lynch, Kat Fox, Kim Wohlebb, Christian Rongavilla, and many others.