Airbnb has launched a new campaign in China that aims to attract the younger generation to experience and trace their traditional cultural roots.
The campaign’s film, titled “Lost & Found” and created by Airbnb and Mother, gives an overview of some of the 40 intangible cultural heritage (ICH) experiences that Airbnb is bringing to the Chinese cities of Beijing, Chengdu, Guangzhou and Qiandongnan
According to Airbnb, it hopes the campaign will bring new meanings, perspectives and energy to Chinese cultural heritage, empowering the sustainable development of cultural preservation in China.
It added that the film pairs masters specific elements of ICH and young travellers in the four cities. The films end with the hope of "reconnecting with the traditions of the past, which is a journey from lost to found begins now."
“Our mission at Airbnb is to bring people together, sharing experiences and building communities. It’s worrying that as generations pass, culture gets forgotten. This film is our contribution to help culture be remembered,” an Airbnb spokesperson said.
Creative Agency: Mother Shanghai
Creative: Mother Shanghai & Airbnb
Strategy: Mother Shanghai & Airbnb
Production: Lucky Sparks