INNOVATE

Floating House / Airbnb / TBWALondon

Airbnb wanted to celebrate new legislation around home-sharing and capitalise on the opportunity to raise brand profile in the UK, as well as bring their ‘Belong Anywhere’ philosophy to life.

So TBWALondon created the Floating House – a real life house that floated up and down the Thames for six days in May. Part experiential, part art project, the house quickly became a tourist attraction in its own right. Designed to look like it had been plucked from a Pixar film or the streets of London and dropped on to the water, it captured the imagination of the public and the media.

Floating House made every major national newspaper in the country, and went on to be written about by 253 publications around the world that week – making everything from TIME, to WIRED, to La Republica, to the Huffington Post.

Who did what?

The account handler represents the client at the agency. They have a key role in the development of the advertising campaign and are the people who are in charge of the relationship with the client. Account handlers are responsible for developing an in-depth understanding of the client’s marketplace and their business, their objectives and then working closely with planners to translate the client’s marketing briefs into agency creative briefs.

Strategic planners represent the consumer in the agency. They are responsible for developing the key strategic insight which lies behind the advertising idea. They get under the skin of the consumer and understand as much as possible about them.

The creative department of an agency is where the campaign comes together. It’s where that great idea or stunning visual is dreamt up. Creatives are generally hired in pairs — a copywriter and an art director. They take the client brief and work with it to invent ideas to address the brand’s business problems. From here, they work with media planners/buyers and the production department in order to turn those ideas into a reality.

It is the job of creative services and production to ensure that the internal process is smooth and the ads are made to the highest quality, on time, and within budget. The people in this can be split into three main areas — those who control the internal process within an agency, those who source the outside talent for production and those who oversee the production itself, including Creative Services Director, Creative Services Manager, Art Buying, TV Production, Studio/Project Management, Traffic Management and Print Production.