Airbnb
D&AD New Bloods Brief: Create a digital tool or experience that capitalises on Gen Z’s online connectivity to deliver meaningful IRL experiences through Airbnb.
Insight: Gen Z is plagued by male loneliness (it’s sometimes called the ‘male loneliness epidemic’). Male friendships are super weak, since they mostly exist on online/digital platforms.
Big Idea: Turn men’s shallow digital friendships into meaningful IRL friendships, through travel.
Art Director: Lara Molinari
Copywriter: Brooke Hirsch
Bromantic Getaways
Case Study Video
BroBot
Guy friend groups can’t plan sh*t. We created the Brobot to handle the annoying, impossible parts of group trip planning. Just invite the Brobot into your Snapchat
group chat, and it’ll do the trip planning for you.
Lots of men don’t know how to be vulnerable with each other, so we created the BroTerpreter that can translate any sentimental phrase into bro-friendly lingo.
BroTerpreter
We had to spread the word somehow. So we infiltrated the websites men go to when they’re feeling . . . empty.
Digital Ads on Lonely Men Platforms
Digital ad on Pornhub
Digital ad on Twitch
Digital ad on DraftKings