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Pinterest is celebrating the many ways the platform delivers inspiration with a quirky and visually stunning 2024 brand campaign.
Developed in-house, the campaign features a trio of films that use fantastical imagery to illustrate real consumer use cases. “Find Your Aesthetic” is a riff on Alice in Wonderland where a woman tumbles down a rabbit hole and has a series of serendipitous encounters with items ranging from goth boots to a mushroom lamp to a tea set, allowing her to combine them into a single look.
In “Whatever You’re Into,” a woman takes on the role of a naturalist using a telescope to spot cats in hats. The ad positions Pinterest as a place to browse your niche interest and maybe even turn it into a business venture. “Queen of the Festival” builds on the festival-style activation Pinterest ran at Coachella to show a woman browsing various cowboy-inspired looks while riding an ostrich. The imagery was inspired by Beyoncé’s “Cowboy Carter” and the Pinterest Predicts trend forecast, which suggested Western gothic as an emerging aesthetic.
“Pinterest is different for each and every person who uses it,” Pinterest’s vp of global creative Xanthe Wells told ADWEEK. “It’s a place where they can be themselves, where their inspiration and dreams are actualized—and often takes them on a journey they didn’t expect.”
The films used real props rather than CGI to emphasize that Pinterest is focused on helping users take action in the real world rather than living in the digital one. The campaign will run across TV, streaming, social, digital, programmatic and cinema in the U.S. and U.K. throughout the summer, with Pinterest rolling out a new set of ads in September that will air through November.
