Everyone in marketing loves the fun campaigns, the ones that make you laugh, make you smile and occasionally even make you dance. But then there are the other campaigns, the ones that are not light and not easy, but you still feel called to do. I created this "Rent amazing house in Israel by the sea" campaign on Airbnb in the summer of 2014 when Israel was suffering through daily rocket fire from Hamas and life in TLV, and around the country, was anything but normal. We wanted to call attention to what the media often overlooked, the everyday hardship of average Israelis under continued threat. We turned to what is not usually used as a marketing platform, Airbnb, because we understood the power and effect it could have. When people entered the "house page" on Airbnb they saw what it really looked like in Israel at the time. Real war. Real photos. Real terror that had to be stopped. This is a project that I wish I would not have had to do, but the thousands of shares within a few hours showed how strongly it resonated online.