In 2018, Airbnb faced growing social criticism in Barcelona. Rising housing costs and the impact of mass tourism had generated backlash. The brand needed to rethink its message and focus on responsibility, coexistence, and respect for the city.
We decided to introduce the world to a very special word that exists only in Catalan: seny.
A uniquely local concept that appeals to common sense, balance, and mutual respect.
A 60-second piece created as a mini dictionary entry, directed by filmmaker Rafa Cortés and produced by Sr. Alce.
The campaign became a symbol of the brand’s new tone in Barcelona, sparking conversation and improving brand perception among local audiences.