Visual discovery engine Pinterest has launched a new campaign that has all the whimsy and surrealism of a fairy tale.
As part of the social media platform's "It’s Possible" campaign launched last year, the ad series' colorful and well-crafted design captures Pinterest's many charms.
Launched globally on Friday, the campaign was developed in-house by Pinterest's House of Creative, with direction from ICONOCLAST duo Gustavo Moraes & Marco Laver (also known as Alas-ka).
The campaign consists of three 30-second spots, with the first, "Whatever You’re Into," being all about cats in hats.
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In it, a woman navigates a fantastic world made of yarn, crossing rivers and scaling mountains in search of adorable cats in knitted headgear.
"If that’s what you’re into, Pinterest is the place to be into it," says the fairytale-like ad's narrator.
Next up, "Find Your Aesthetic" features mesmerizing shots straight out of Alice in Wonderland where a woman falls through a metaphorical "Pinterest rabbit hole" full of wardrobe inspirations and "core" aesthetics.
As the wormhole warps and changes, she magically tries on a series of outfits that changes her look completely.
A third spot, "Queen of the Concert," sees a lone cowgirl riding a transforming blue ostrich through a surreal desert landscape in search of the perfect music festival outfit.
The film even features one of the company's favorite Pinterest Predicts trends, Western Gothic.
Pinterest by the Numbers
Pinterest's major influence on modern design can't be understated.
According to the company, 518 million users go on Pinterest each month to find inspiration for ideas and projects.
With this, the platform positions itself as a place where users can go on a unique journey of discovery, where users can become their most creative selves.
With over 518 million monthly active users, @Pinterest has a lot to celebrate 📌 Happy 5 years of listing to $PINS! pic.twitter.com/oxw6HRM2Jz
— NYSE 🏛 (@NYSE) May 20, 2024
"We saw an opportunity to tap into the unique personalization Pinterest has to offer," VP of global creative at Pinterest, Xanthe Wells, said.
"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," Wells added.
According to statistics provided by the company, 68% of monthly Pinterest users feel like they can be their authentic selves while on the platform.
Meanwhile, 84% of weekly Gen Z users have reported finding products that suit their tastes while shopping on Pinterest.
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Editing by Katherine 'Makkie' Maclang
