Amplify illustrates how ‘It’s different here’ at Pinterest
Pinterest and Amplify brought home the Corporate Experience award at The Drum Awards for Experience 2022 for ‘It’s different here.’ Let’s unpack what went into this successful campaign.
'It's different here' / Credit: Pinterest
This summer, Cannes Lions made its momentous return after a two-year hiatus. This presented an incredible opportunity for Pinterest, which sought a global brand campaign introducing its unique offerings at the most important industry event of the year.
But how would Pinterest rise to the surface in the sea of other socials? Amplify would rise to the challenge with ‘It‘s different here.‘ If done correctly, the campaign would achieve three things: effectively communicate Pinterest's new brand strategy during the event's three days, demonstrate its relevance and reputation and deepen relationships to ensure revenue growth.
In order to achieve this goal, ‘It‘s different here‘ needed to lean into Pinterest's strengths. According to the campaign, the platform offers all the creative inspiration of other channels, without any of the toxicity or negativity.
To illustrate this, the spot presented Pinterest and its competitors as allegorical destinations at the beach. Pinterest was the “oasis courtyard,” while the others culminated into a “toxic tunnel.” In essence, Pinterest is the “creative oasis,” a wellspring of ideas and gifts for people, while the other fostered the opposite.
Evidently, the activation paid off, as people are seen reconnecting with their primal, creative side, unaffected by any perceived social pressures.