- Pinterest has dropped the latest spot in its new brand platform aimed at trying to get consumers to go offline and go outside.
- The latest spot, called “Get Outside,” from the brand’s in-house agency, shows a search on Pinterest for outdoor camping ideas. The tag line, “The best thing you can find online is a reason to go offline.”
- The effort also includes OOH Pin grids with taglines including: “It’s about life, not likes” and “Less URL. More IRL,” as well as an exclusive “Silence your Phones” courtesy message at major cinema screenings.
Pinterest is on a mission to position itself as the social platform that encourages digital detox. This new ad follows the launch of a film last week called “How did they do it?,” in which the brand used archival footage to show what life looked liked pre-social media.
“We’re in the midst of a cultural reckoning over social media and tech addiction,” Sara Pollack, vice president, global head of consumer marketing at Pinterest, told Brand Innovators.
The new effort represents the brand’s largest investment in paid media to date.
