Pinterest showcases how the platform can provide people with new and exciting ideas to act on
Pinterest has recently kicked off its new brand campaign, “You Just Might Surprise Yourself”. The campaign is aimed at showcasing how the platform can provide people with new and exciting ideas to act on and help them find and shape the things they actually enjoy and that personally fulfil them.
Creative agency Droga5 created the campaign, while global media agency Mediahub was behind its media strategy, handling media buys including a television spot in the UK.
The integrated campaign will run across the UK and the US, incorporating audio, out-of-home, podcast and social ads.
The brand’s hero film for “You Just Might Surprise Yourself,” “Discovery,” was directed by Yann Demange and filmed in Los Angeles and Mexico City. It focuses on one woman’s discovery before branching out into what Pinterest called “an unbroken, energetic thread of other characters’ experiences.”
A series of 15-second films advance the concept, sharing stories such as a home chef discovering the fusion of burgers and sushi or a teen trying his hand at flame nail art.
Other elements of the campaign include high-impact media placements and unique brand partnerships to reintroduce the Pinterest brand and spark inspiration in new ways, commissioning high-impact murals in Chicago, London, Los Angeles and New York, Aiming to reach diverse audiences via audio, brand partnerships and creators, and Pinterest’s first-ever media partnerships, with CRWNMAG, a hair culture and lifestyle magazine for Black women, and mobile-first video shopping platform Ntwrk.
The company is rolling out a similar campaign in Japan focused on connecting with audiences and inspiring them to “Find the ‘Pin” on Pinterest and bring their own aspirations and projects to life.
Pinterest Global Head of Consumer and Brand Celestine Maddy said in a statement, “On Pinterest, you may come to explore mid-century modernism, find maximalism and end up loving cluttercore. Our campaign defies the perception that Pinterest is just recipes, do-it-yourself projects and wedding dresses, and instead is an invitation to invest in discovering something new or try something you’d never thought you’d try. We realize our mission to bring people the inspiration to create a life they love means getting off of their phones, so our success is defined by how we make people’s lives better off of the platform, not views or metrics.”