Airbnb had become a scapegoat. Politicians conveniently blamed the platform for problems they couldn't solve. Spain was the loudest example.

We could have made a defensive campaign. Instead we made a love letter. To the pueblos. And those that live there. To the grandpas who still play Mus in plazas. To that Spain no Spaniard wants to see disappear and Airbnb can truly help revitalize.

This film celebrated the quintessential rural Spanish way of life to reposition the brand in the Spanish market, but most importantly, it helped disperse tourism from oversaturated cities to fading pueblos, by reminding travelers that traveling is not about the distances we go but about the close connections we make.

It's definitely not a panacea for Spain's mass tourism and housing crisis, but it's more than the politicians' rabble-rousing has done so far.

Role Group Creative Director | Airbnb in-house

Partner Curro de la Villa

Agency Creatives Jordi Luna, Irene Sanchez, Joan Alvarez at &Rosás

Directed by Lope Serrano

‍