Pinterest has continued its campaign encouraging people to experience real life, outside social media.
It was created in-house by Pinterest’s House of Creative and is the second phase of Pinterest’s “How did they do it?” campaign, which launched last month.
The new work features a 30-second spot, which opens with two girls sitting in their room, scrolling on social media without any interaction.
Then one of them opens Pintertest, where she finds inspiration to dress up and go out, with the last scene showing the girls in sparkly outfits attending a party outside.
The text on-screen reads: “The best thing you can find online is a reason to go offline.”
Pinterest also created out-of-home executions, using its pin grid. The images show people living life outside, while the copy alongside the pictures read: “It’s about life, not likes,” “Less URL. More IRL,” and “Live vicariously through you.”
This will run in major cities across the US and UK.
In cinema, Pinterest will also run a “Silence your phones” courtesy message. The video features the Pinterest grid, with someone typing in the search bar “night at the movies”. The aesthetic grid is then disrupted by a ringing phone, after which the text reads: “Goodbye small screens, hello big screen. Please silence your phones.”
April's 60-second launch spot featured old home movies and photos of Pinterest employees, capturing the pre-social media world, which is contrasted with a young girl’s narration saying: “How did they live their lives without posting about it? How did they know who they were without the rest of the world telling them?”
At the time, Cheever said: “Most platforms are engineered to keep you scrolling through other people's lives. Pinterest is engineered to get you off the app and into yours. That's a fundamentally different value proposition, and this campaign is our boldest statement of that yet. We're not just launching creative, we're making a case for what the internet should actually be.”
From today a 30-second version and additional creative assets go live across TV, cinema, out of home and digital channels.
Media was handled by Mediahub.
The campaign follows increased interest around the world in social media bans for under-16s, with Australia enforcing a ban in December last year. The UK government began a consultation in March.
Pinterest has been promoting healthier digital habits, with chief executive Bill Ready publicly backing such bans.
Source: Campaign UK
