It is already autumn – and almost winter – in Pinterest. The social network has launched a new advertising campaign in which it continues to position itself as a space for inspiration and discovery to favor self -expression. Unlike other occasions, the strategy adopts a seasonal approach with the intention of highlighting the platform and its commercial possibilities for the final stretch of the year.
It has been devised by the internal agency of Pinterest, House of Creative, and consists of two ads of 30 seconds led by Gustavo Moraes and Marco Lafer, directors of the Icanoclast producer. Betting on magic and fantasy, both pieces transfer how Pinterest helps their users find what they are looking for in a different way, moving away from the conditioning of the algorithm.
In “Castle”, the protagonist is transported to a medieval castle, where he finds inspiration to redecorate and recondition her home, making it a space that really represents her. All this to the rhythm of the song “You Should see me in a crown” by Billie Eilish.
Spots have special effects of the Parliament study.
In “Fuzzy” Pinterest propose a dreamstorm of snow, which turns out to be a storm of purchase options accompanied by an abominable, but stylish man of the snow, or yeti.
Thus, both pieces show, very visually, the search possibilities on the platform.
“Starting from the idea that people have a hard time finding the right words to describe a style or aesthetic they like, this campaign shows how Pinterest’s visual search closes that gap”, Commented Xanthe Wells, Vice President of Global Creativity of Pinterest, according to Little Black Book. The campaign aims to change Pinterest’s narrative about the search, going from“ this is the popular ”to” that is how you find what is really suitable for you. “
It will be executed in the United States and the United Kingdom, from now on until November, with media media planning. It will include activations in social networks and digital platforms, streaming television, linear television, cinema and collaborations with content creators.
Planning also includes special actions. For example, Pinterest has been associated with the New York Liberty basketball team, of the female NBA, to dress the pet, Ellie, with looks inspired by its platform. It will be seen in advertisements in social networks and outdoor advertising in New York during the playoffs and the WNBA finals in mid -September.
