Pinterest defies self-doubt in newest global brand campaign, “Don’t Don’t Yourself”
Fear of failure. Judgment. Doomscrolling. Procrastination. Inner critic.
Too much of the world distracts us, makes us doubt ourselves and makes us think we’ll be laughed at if we try.
According to new research commissioned by Pinterest, both Americans (33%) and Brits (29%) rank fear of failure as the top factor holding them back from trying new things.
Pinterest’s latest integrated brand campaign, ‘Don’t Don’t Yourself’, exposes those inner saboteurs that hold us back and highlights how Pinterest is the antidote to doubt. The campaign launched September 12th in the US, UK and Germany.
Developed in partnership with Uncommon Creative Studio, the campaign introduces Pinterest as the inspiring 'anti-don’t' where people go to do.
The complementary media strategy was developed in partnership with global media agency Mediahub.
An integrated campaign featuring films, OOH and media partnerships.
The single-take cinematic films were shot by acclaimed director Kim Gehrig, who has risen to the top as a director in commercials and music videos, winning awards including Cannes Lions and a UKMVA music video award. The film series showcases five different saboteurs from “Inner Critic” to “Fear of Failure” to “Doomscrolling,” and how Pinterest helps us overcome them and get on with creating a life we love, through the simple act of doing.
A series of OOH, digital ads and made-for-social films highlight the “don’ts” our saboteurs tell us while showing the power of Pinterest to help us overcome them were shown in key locations in the US, UK and Germany from Penn Station in New York to Waterloo Station in London.
“We spend up to half of our waking time online, but more than ever, people say being online makes them feel disconnected from themselves and their interests,” says Andréa Mallard, Pinterest CMO. “Our latest campaign highlights how Pinterest is a different side of the Internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgment.”
Lucy Jameson, co-founder at Uncommon added: “At Uncommon, we want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it. Pinterest can help, by providing an antidote to so many of the ills of social media. It’s commonly known as the positive side of the internet. Because, instead of being all about image and comparison; it’s about ideas and creativity. It’s a community and an algorithm built around doing, not judging. Our first campaign is the opening chapter in a story which shows just how different Pinterest is from other platforms. We’re so proud to partner with them.”
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