Campaign
How did they do it?
The brief, coming directly from the CEO: Show how Pinterest is different to social media. One insight stood out: wherever you are on the social media favorability spectrum, you likely don’t feel good about how much time you spend on it: nearly half of all Americans worry they spend too much time on social media, and that jumps to 66% for 18-29 year olds. Pinterest, on the other hand, was built to help you take action. To help make your real life richer. 8 in 10 Pinterest users agree that they’re motivated to try new things after using Pinterest.
But then comes the really hard part: how do you compel people to reckon with the impact social media has had on their lives, while also starting to set the stage for how Pinterest can help, without coming off as preachy or patronizing? Remind them of a life before screen time was even a thing. When you only knew where your friends were when you saw a pile of bikes on your friends lawn.
Role: Associate Creative Director
While social media sells the illusion of living, Pinterest helps you go out and live it. Unlike other platforms, Pinterest doesn’t optimize for time spent or engineer for addiction. Pinterest is built to help you create the life you want to live, pin by pin because they believe that the best thing you can find online is a reason to go offline.
Credits
Creative: Pinterest House Of Creative
VP, Creative: Xanthe Wells
Executive Creative Directors: Becca Morton, Gage Clegg
Associate Creative Director: Mónica Hernández
Editor Carson Porter
Creative Producers: Ted Copeland, Anh-Thu Lee