Pinterest - Pinterest Manifestival 2024

Campaign Date: 2024

Challenge

Pinterest wanted to prove that young consumers (Gen Z and young Millennials) love and use Pinterest as part of their creative process, from discovery to evaluation and purchase.

They wanted to drive spending optimism by bringing to life the unique audience behaviour that only happens on Pinterest and becoming the most talked about activation at Cannes once again.

Insight & Strategy

Not everyone at Cannes is a C-suite, but other platforms have forgotten this and create exclusive, corporate experiences where creative people are forced to spend their time listening rather than doing, which is what they really love the most.

We really wanted to build around the insight that "Gen Z believe they are the most creative generation and creativity is part of their everyday life” by creating a hands-on experience that would be active rather than passive.

For two years running, Pinterest has been the talk of the Croisette, with the brand-ownable activation really striking a chord with Lions attendees, advertisers and the press.

This year needed a bigger and bolder return of the award-winning Manifestival to deliver even more impactful moments for the Pinterest brand.

Solution

Introducing... Pinterest Manifestival 2.0

A festival of discovery, curation and creation for Gen Z and Cannes attendees, where we celebrate the act of creating whatever’s next in your life—sans judgment.

During a week when you’re surrounded by judgement on creative skills (Bronze! Gold! Winner! Runner up!), we invited Cannes attendees to a safe space full of opportunities to explore, experiment and get creative at the Pinterest Manifestival.

The experience invited people to discover themselves and take action toward a life they love.