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Pinterest brand campaign leverages the power of surprise

Pinterest is making a play for post-pandemic audiences by positioning itself as an antidote to lockdown angst, defined by conflicting emotions from apprehension to perseverance and ‘languishing’.

The campaign, ‘You Might Just Surprise Yourself’, shows how Pinterest can serve as a font of ideas for people wishing to try something new and break out of whatever rut they may find themselves in.

Devised by creative agency Droga5, the campaign encapsulates today’s prioritization of health and wellbeing, elevating the recognition that new ideas are the linchpin of personal fulfillment.

Exploring how Pinterest can expand your horizons beyond what you thought possible, the brand campaign is led by a hero film titled ‘Discovery’, directed by Yann Demange, which focuses on one woman’s personal journey of discovery.

A series of daughter 15-second clips expand further on these ideas, showing a range of individuals who’ve broadened their skill set, courtesy of a little nudge from Pinterest, including a home cook experimenting with a novel concoction of burgers and sushi and a teenager trying his hand at flame nail art.

The global multi-channel campaign will run across key markets including the UK, with media placements and brand partnerships helping to carry the spark of discovery beyond the Pinterest app.

Urban audiences in London, New York, Chicago and Los Angeles will also witness specially-commissioned mural out-of-home installations, while media partnerships with CRWNMAG, a hair culture and lifestyle magazine for Black women, and NTWRK, a mobile-first video shopping platform, will propagate the message further.

Louise Richardson, director of marketing for Europe at Pinterest, commented: “People need a place to dream, to explore and to visualize their future. Pinterest is the open invitation to try something you’d never thought you’d try. Our campaign demonstrates that Pinterest is a place where you can find a never-ending array of surprises – a place where the more you explore, the more you discover. We want to bring people the inspiration to create a life they love and often that means inspiring you to try something new and giving you the confidence to try more, whether you succeed and it’s beautiful or you fail and it’s hilarious.”

Speaking to The Drum earlier this month, Pinterest’s global industry marketing lead Megan Kleban first articulated this new direction, saying: “The pandemic has shown that inspiration is more important than ever, and people are coming in record numbers to find answers for their new reality.”

Pinterest enjoyed a lockdown-led boom through 2020, adding 100 million users over the year to hit 475 million monthly active users globally, with generation Z, men and millenials leading the charge.