Can industry leaders guess the meaning behind up-and-coming trends? This is the foundation on which Quiet Storm has built its campaign for Pinterest Predicts, Pinterest’s annual report for agencies and advertisers that identifies the top trends that the platform expects will emerge and continue to grow in 2023.  

The campaign is made up of a selection of light-hearted videos in which leaders such as Beth Freedman, chief executive officer Dentsu X and Walt Geer, chief experience design officer, VMLY&R, among others, puzzle over some of the more unusual trends for 2023 – from Rust married (orange themed wedding outfits) to Free spirits (the trend for no-alcohol and low-alcohol drinks).

The agency team created the videos as a playful way to highlight the trends and show how they might be used to think creatively as well as help develop new products and define merchandising strategy. 

Visha Kudhail, business marketing director, EMEA, at Pinterest, stated, “People across the globe use Pinterest to plan and decide all life’s moments, from what to cook for dinner that evening, to what car to buy next, or how to renovate their homes, so our annual report is based on what we know people are interesting in and planning to do next. It’s a cheat-sheet for marketers looking to capitalise on what’s set to be big, before it happens. And we don’t mean one-off fads, we’re talking about the trends you’ll soon see becoming part of everyday life. Brands can tap into these trends to reach consumers with what they really want.”

“The films are designed to be fun and to draw people into some of the more unusual trends from the report,” added Trevor Robinson OBE, founder and executive creative director at Quiet Storm. “The QS team asked the agency leaders interviewed not to read up on the report too much before the shoot, so they could capture some genuine and spontaneous reactions. These are the people who are in the know when it comes to identifying and forecasting the future for their clients, so it seemed logical to give the mic to them and let them tell the story.”

The videos will appear on Twitter, LinkedIn and Pinterest Business to drive awareness and demonstrate the report’s usefulness as a comprehensive predictive tool for the industry.

Credits:
Agency: Quiet Storm
Creative Directors: Trevor Robinson & Seb Jamous 
Planner Art Director: Seb Jamous 
Copywriter: Seb Jamous 
Account Director: Jenna Hayward 
Agency Producer: Emily Wolley 

Production Company: Quiet Storm
Directors: Trevor Robinson & Seb Jamous 
Producer: Emily Wolley 
Editor: David Owen 

Post Production: Quiet Storm 
Sound Design: Virtual Sound 
DoP: David Owen