Airbnb believes in a world in which all seven billion of us can belong anywhere.

With that goal in mind, on New Years Eve 2014, Airbnb donated a million dollars in the form of ten dollar increments in their communities' bank accounts. The goal: each person would do one action to make the world a friendlier place, one kind, inventive or endearing act at a time. Then, each person would upload their act of hospitality onto their social media accounts with the hashtag #OneLessStranger. The idea is that it would spark a global chain reaction. And it sure did.

As Fast Company states in this article, the intangible rewards of this social activation turn the company into a movement. And what brand could ask for more these days.

In advertising, we do a lot of work that does a lot of good for our brands, but not necessarily the world. This campaign is different, and its what makes me proud to have been a part of it. And I have to say, I'm starting to put my money where my work is. I try to do a random act of kindness for a stranger now at least once a week.



ACD: Mike Blanch
ACD: Lauren Smith