Pinterest

Since 2020, we’ve partnered with Pinterest on their transformational brand journey.

From scrap-booking tool for midwestern moms, to the most positive space on the internet where anything is possible.

Pinterest has been a key partner client since 2019; the relationship has gone from strength to strength and Amplify is now one of the brand’s most trusted creative agency partners. We are proud to have produced creative work across all facets of the business. This ranges from global creator broadcasts and celebrity-studded consumer social media campaigns, to bringing the brand to life through award-winning live experiences, including year-on-year brand activations for the Cannes Lions International Festival of Creativity.

We won our first pitch in 2019 for Cannes Lions, but due to the festival being put on hold, we didn’t activate until 2022. However, that pause only made our relationship stronger and saw the birth of a format-breaking entertainment show ‘It’s different here’ and a festival made for and by creators. We got to know the brand inside and out, and strengthened relations with key clients across experiences, creator and marketing worlds, working in partnership with brand leads across EMEA and the US.

Under the direction of CMO Andrea Mallard, our first Cannes Lions unveiled Pinterest’s evolved brand direction in the summer of 2022 with ‘It’s different here’. A format-breaking beachside destination to show La Croisette it’s different on Pinterest. To represent the noise and negativity of other online spaces, we created a tunnel to transport visitors from La Croisette to our beach oasis - an open, inviting, joyful space where people could try something new and actually get creative, through an unexpected programming schedule.

With new VP, Global Creative, Xanthe Wells at the helm, the 2023 Cannes evolution for 2023 took the beach to another level by showing that Pinterest is the only platform that moves beyond inspiration and takes people from dreaming to doing, while also breaking the format of all traditional B2B interactions. Our strategy was to show what it feels like to step into Pinterest and experience the consumer journey through activations inspired by the growing Gen Z audience, with ‘Manifestival. From getting their first tattoo that they'd long dreamt of to trying a new hairstyle to manifesting their next trip - it was all possible to manifest the future you.

Transforming culture didn’t stop in Cannes, our drive to create a highly shareable moment for Pinterest’s growing and engaged audience of Gen Z consumers tapping into their desire for authentic, real life experiences, led to a consumer-focused pop-up in London’s Carnaby Street; Possibility Place.

Taking inspiration from the traditional British local high street, Possibility Place elevated the everyday through the creation of three colourful and quirky shop fronts. A two-week campaign across paid and organic social featured beautiful branding for each of our stores and was complemented with a fly-poster campaign in high footfall locations to drive almost 10,000 sign-ups for our two day pop-up.

The format-breaking work didn’t stop there and led to two innovative and inspiring CES events in 2023 and 2024. We continued to extend our brand relationships with more US work, culminating in a consumer pop-up in NYC;Pinterest Predicts.

Together, we’ve explored the breadth of what experiences can be on and offline, transformed iconic B2B moments into cultural destinations, and shown the power of turning dreaming into doing.