In similar fashion to Old Spice's 2014 Momsong campaign, Wieden + Kennedy was cooking up something new, poking fun with teenage boy and mom-targeted advertising—by parodying both in ridiculously hyperbolic fashion, with Pinterest in on the joke.

Tasked with uncovering Pinterest content creators who ruled the DIY space, the Pin Collective collaborated with Erica Chan Hoffman of Honestly WTF to develop a custom Pinterest campaign, using platform insights to fuel relevant creative.

Old Spice ran a series of Pins included their own creative and assets from HonestlyWTF in a promoted campaign, a first for the brand on Pinterest.

Role: sourced talent, worked in partnership with W+K/Creative Strategist to offer platform insights to inform DIY projects, and collaborated with Honestly WTF on concepts, best-practices and execution.