Pinterest’s latest campaign turns finding yourself into an adventure

Category: Social Media
Pinterest’s latest campaign turns finding yourself into an adventure

Each month, 518 million users go to Pinterest to find inspiration and discover ideas tailored to their individual taste. That’s 518 million unique journeys of discovery, where users can tap into their most creative selves and dare to dream big, then do big—all on Pinterest.

Pinterest’s new 2024 brand campaign taps into that spirit of inspiration by taking viewers on a cinematic journey through the fantastical, whimsical world of Pinterest, where finding yourself becomes an adventure. Inspired by real stories from real Pinterest users, the spots showcase Pinterest as a place where even the most disparate ideas come together to create a world all your own.

We saw an opportunity to tap into the unique personalization Pinterest has to offer. Pinterest thrives in what we like to call the ‘magic middle’—the space where people are free to discover and shape their own unique identities, then make them real. That extends beyond searching and saving, and into shopping.

– Xanthe Wells, VP of Global Creative, Pinterest
  • 68% of Pinterest users believe they can be their authentic self on the platform.
  • 84% of weekly Gen Z Pinterest users say they discover products that fit their taste and style while shopping on Pinterest.

Find Your Aesthetics

  • INSIGHT: Gen Z is all about exploring, crafting, cross-pollinating, mixing and matching and curating their personal taste, and in turn their identity.
  • HOW PINTEREST BROUGHT IT TO LIFE: They showed their metaphorical Alice going down the rabbit hole, seeing things she wasn’t expecting to see, being inspired by things she would have never searched out, and eventually, finding herself.

Whatever You’re Into

  • INSIGHT: Pinterest isn’t just a place to find inspiration, it’s a repository of knowledge and a place for people to follow their passions, whatever they may be.
  • HOW PINTEREST BROUGHT IT TO LIFE: They were inspired by a user story of someone learning to knit on Pinterest. So they took it a step further, showcasing Pinterest’s power to help people actualize ideas, by our hero making their hobby into an entrepreneurial endeavor.

Queen of the Concert

  • INSIGHT: From wardrobes, to hair, to makeup and accessories, Pinterest has long been the go-to place for festival goers looking to not just create A look, but THE look.
  • HOW PINTEREST BROUGHT IT TO LIFE: They leaned into Pinterest Predicts, which predicted Western Gothic as an up and coming esthetic. This, combined with the iconic announcement of Cowboy Carter, evolved into this film.

The campaign was produced entirely in-house by Pinterest’s House of Creative, directed by Iconoclast duo Alaska, edited by Rami d’Aguiar of Cabin and with visual effects created by Noise VFX. Rather than relying entirely on CGI, the campaign was filmed practically across three soundstages to reflect Pinterest’s aim to inspire action in the real world, not just the digital one. Whether it’s finding your perfect festival fit or your next passion project, Pinterest invites you on a trip down the rabbit hole into a world of infinite inspiration.

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