Advertisers are the toughest demographic to market to. So, to get the industry's eyeballs with a Pinterest-branded campaign that would achieve 3,297 objectives, we had to get crafty. Top of the agenda? Bring the Pinterest sexy back by teaching advertising creatives how we're different from other platforms, and showcasing the creative canvas they have to play with.

A timely and topical subject, we chose to dig into the gender & diversity gap in the workplace. From there, 'Right the Ratio' was born; a series of inspiring, helpful & actionable ideas, endemic traits of the platform. The campaign featured advice from seven kickass women in the industry, all with a unique perspective and story to tell.

Rather than creating a me-too campaign, we dug deep into emulating what our platform stands for through tangible micro-actions, conference room print outs, steps to ask for a raise, etc. And we even snuck in a little creative tech fun/product hack to drive organic discovery. 

Role: concept lead, art direction & copy development. Worked in partnership with Grow Agency to develop the campaign identity & video interviews.

Press: AdAge & AdWeek