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Delivering for AirBNB in San Francisco

In 2015, San Francisco was on the verge of passing a ballot measure designed to severely restrict short-term rentals.

Prop F would have led to similar draconian measures to undermine Airbnb in other U.S. cities and around the world.

Literally, billions of dollars were on the line. We were hired by the ballot committee to defeat Prop F. Our analysis of the polling was to communicate a strategic sequence of TV ads to move voters.

“Best Ballot Initiative Ad in the Nation”

At a high-level, we focused on a broad theme that Prop F was “just too extreme.”  But within that theme, we created a sequence of ads that raised serious concerns over privacy, increased lawsuits, & neighbors spying on neighbors

The “night” ad featuring the woman sleeping won the Stanley J. Reed Award of Campaign Excellence for “Best Ballot Initiative Ad in the Nation.”

 NBC called the Prop F campaign one of the “6 races to watch in the nation” and Slate.com described the campaign’s efforts in San Francisco as “terrifyingly good.”  New York Real Estate News said the “(Prop F) victory surprised the political establishment, signaling to lawmakers here (in NY) that the company should not be underestimated.”

NBC called the Prop F campaign one of the “6 races to watch in the nation” and Slate.com described the campaign’s efforts in San Francisco as “terrifyingly good.”  New York Real Estate News said the “(Prop F) victory surprised the political establishment, signaling to lawmakers here (in NY) that the company should not be underestimated.”

San Francisco for Everyone - No on Prop F, "Threat"

San Francisco for Everyone - No on Prop F, "Privacy"