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By Taruka Srivastava, Freelance journalist

September 14, 2022 | 3 min read

Pinterest’s latest campaign is urging people to believe in themselves by advising them to ‘Don’t Don’t Yourself’

The campaign aims to highlight how people can be their own worst enemies, as we have the power to silence negative feelings of fear and self-censorship.

Five spots – ‘Fear of Failure,’ ‘Judgment,’ ‘Doomscrolling,’ ‘Procrastination’ and ‘Inner Critic’ – have been launched. Every spot features protagonists alongside their negative twin, who is always criticizing, being negative and condescending – but the ads show how Pinterest helps all protagonists to overcome those fears by just doing things and believing in themselves. The single-take cinematic films are shot by acclaimed director Kim Gehrig.

In the ‘Inner Critic’ spot, the negative twin of the protagonist is trying to demotivate the protagonist by telling her how her art during childhood wasn’t up to the mark and her junior ballet performance wasn’t “on point,” and then mocks her personal style. The protagonist, however, shuts the twin back in the cupboard and confidently says she can pull off what she is wearing.

The campaign will run in the US, UK and Germany across TV, cinema, video on demand (VOD), out-of-home (OOH), digital out-of-home (DOOH), social and media partnerships. Developed in partnership with award-winning UK creative studio Uncommon, the campaign introduces Pinterest as the inspiring ‘anti-don’t.’ The complementary media strategy was developed in partnership with global media agency Mediahub.

Andréa Mallard, Pinterest chief marketing officer, said: “Our latest campaign highlights how Pinterest is a different side of the internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgment.”


Project Name: Don’t Don’t Yourself

Creative Studio: Uncommon

Client: Pinterest

Production company: Somesuch

Director: Kim Gehrig

Producer: Lucy Gossage

Executive producer: Chris Watling

DOP: Kasper Tuxen

Production designer: KK Barrett

Costume designer: April Napier

Casting: Jody Sonnenberg

Service company: The Lift

Editor: Fouad Gaber @ Trim

Post production: Time Based Arts

Colorist: Simone Grattarola

VFX: Stephen Grasso

Post producer: Sian Jenkins

Soundtrack composer: Soundtree Music

Composer: Benjamin Jones

Audio post-production: Soundtree Music

Media agency: MediaHub

Creative Creative Works OOH

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