AirbnbUntil We All Belong
In 2017, Australia was the last Western country in the world not to recognise same sex marriage, while Airbnb’s core mission statement at the heart of the brand is to help create a world where anyone can belong anywhere, to foster openness and inclusivity and to share these values on with the world.
To bring these core beliefs to life not just by saying it, but by bringing it to life through real world action, Clemenger BBDO asked Australians to “wear this ring and show your acceptance of marriage equality”. Our idea was to take one of the oldest symbols of marriage – the wedding ring – and turn it into a symbol for marriage inequality, the Acceptance Ring.
During the production phase, I had to lead a small team to build the high-end Front-end experience, with a tight creative integration and a short 6 weeks timeframe.
We’ve developed 3 different Vanilla JS libraries for the project – one for the x/y hand selector, one for the pledge selector, and one for the homepage interactive tiles.
There is a total of 1,476 different hands/pledge combinations that you can pick from during the acceptance process.
By using WebP format capabilities, we’ve reduced by up to 4 times the size of the different image assets. This drastically helped reducing the loading times across the whole experience.