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Neste Nudges Airbnb to Add Sustainability Category with Playful Launch of

Campaign for the Finnish energy supplier is by TBWA\Helsinki

Neste Nudges Airbnb to Add Sustainability Category with Playful Launch of

The world’s biggest accommodation-sharing site Airbnb has advanced sustainable tourism, and although the site features categories such as ‘Plus’ and ‘Family’, it is missing the essential: a category for sustainable accommodation.

Released on the International Day of Climate Action 24 October, is essentially a platform, where people can enlist their sustainable apartments for holiday accommodation. Whilst fully functional, the site is actually a stunt that aims to gently provoke Airbnb into adding a category for sustainable accommodation onto their site.

Zerobnb is a playful solution that aims to solve a global problem. The site will be live only until Airbnb creates a sustainable category of their own.

With the demand for more sustainable travel growing in recent years and tourism causing almost a tenth of global greenhouse gas emissions, Zerobnb taps into the sustainability requirements of the modern globetrotter.

“Modern travellers are very conscious about the choices they make. With Zerobnb we wanted to make sustainable travel easy, without compromising the experience. Airbnb has done a terrific job in forwarding sustainable tourism, we simply wanted to encourage them to do an even better job”, explains Markus Nieminen, Creative Director, TBWA\Helsinki.
The company’s prior sustainability executions include the Zero Island and Nolla cabin initiatives. Nolla, a cabin with minimal to zero emissions, was enlisted on Airbnb and sold out in minutes – making a compelling case for the need of sustainable tourism.
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Brand: Neste

Creative Agency

Creative Agency: TBWA\Helsinki

Copywriter: Mika Herrala, Emma Kanninen

Art Director: Teemu Lappalainen, Heid Aalto

Producer: Natalie Gustafsson, Harry Huttunen

Creative Director: Markus Nieminen

Business Director: Iikka Maunumaa

Creative Content Strategist: Janni Widerholm

Insight Analyst: Jesse Korhonen

Social Media Manager: Iman Chellaf, Juulia Meuronen

Account Managers: Nina Hiukkanen, Noora Hendolin

Category: Gas , Utilities

Genre: Comedy , Digital