Fear of failure. Judgment. Doomscrolling. Procrastination. Inner critic. Too much of the world makes us doubt ourselves and makes us think we’ll be laughed at if we try. But nothing silences a saboteur like the simple act of doing.
This is the foundation of Uncommon’s new campaign for Pinterest. Don’t Don’t Yourself exposes the inner saboteurs that hold us back and makes Pinterest the antidote to doubt. The campaign takes on the critics inside our heads, defying the “don’ts” with the energy and positivity of “do”. Through the campaign, Pinterest encourages people to create a life they love.
Andréa Mallard, CMO Pinterest, commented, “We spend up to half of our waking time online, but more than ever, people say being online makes them feel disconnected from themselves and their interests. Our latest campaign highlights how Pinterest is a different side of the Internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgment.”
Don’t Don’t Yourself’s five films will run in the US, UK and Germany across TV and cinema, supported by VOD, OOH, DOOH, social and media partnerships.
The single-take films are shot by Australian expat director, Kim Gehrig. The series features five different saboteurs from Inner Critic to Fear of Failure and Doomscrolling, and shows how Pinterest helps us overcome them and get on with creating a life we love.
Watch all films:
Backing up the films are OOH, digital ads and made-for-social films that highlight the “don’ts” our saboteurs tell us while showing the power of Pinterest to help us overcome them. OOH appears in key locations in major cities in the US, UK and Germany such as Penn Station in New York and Waterloo Station in London. Media partnerships springboard off cultural moments, championing the role of creators in overcoming our don’ts and finding our do’s.
Lucy Jameson, co-founder at Uncommon, stated, “At Uncommon, we want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it. Pinterest can help, by providing an antidote to so many of the ills of social media. It’s commonly known as the positive side of the internet. Because, instead of being all about image and comparison; it’s about ideas and creativity. It’s a community and an algorithm built around doing, not judging. Our first campaign is the opening chapter in a story which shows just how different Pinterest is from other platforms. We’re so proud to partner with them.”
In the run up to World Mental Health Day on October 10, Pinterest is also exhibiting an experiential installation in New York “Escape the Doomscroll with Pinterest,” that takes on one of those inner saboteurs. The event takes place October 7-9.
Credits:
Creative Studio: Uncommon
Client: Pinterest
Production Company: Somesuch
Director: Kim Gehrig
Producer: Lucy Gossage
Executive Producer: Chris Watling
DoP: Kasper Tuxen
Production Designer: Kk Barrett
Costume Designer: April Napier
Casting: Jodi Sonnenberg
Service Company: The Lift
Editor: Fouad Gaber @ Trim
Post Production: Time Based Arts
Colourist: Simone Grattarola
VFx: Stephen Grasso
Post Producer: Sian Jenkins
Soundtrack Composer: Soundtree Music
Composer: Benjamin Jones
Audio Post-Production: Soundtree Music
Media Agency: Mediahub
