Airbnb

We launched Airbnb's first large-scale campaign in Japan with the tagline:

"Travel to different 'Wagaya (homes).'"

The key word here is "wagaya" (わが家). In Japanese, this word corresponds to "home" in English, but it carries a strong sense of personal ownership.

By using this term—the complete opposite of "staying out" (外泊), which implies staying somewhere that isn’t your home, like a hotel—we emphasized Airbnb’s unique experience. Additionally, pairing "wagaya" (home) with "ironna" (various), even though a home is usually singular, highlights how Airbnb allows people to experience multiple "homes."

In the campaign, the characters proudly and comfortably introduce their Airbnb stays as if they were their own "wagaya." Then, at the very end, the reveal comes with the hashtag #ActuallyAirbnb—unveiling the unexpected twist.