WE are pinners
Pinterest has become part of the design process for creatives as much as it is used for home decor inspiration or wedding planning. Having a Pinner mindset helped us to look more deeply into how the platform connects to its users in an inspirational way and how that would appeal to the OMR marketing audience, converting them into using Pinterest as part of their online advertising strategy.
A Landmark Concept - Halfpipe Action
How do you create a destination stand at a festival-style summit? By installing an action-packed hub with engaging experiences built into a unique structure. We embodied the mindset of a Pinner (creative, curious, try anything, independent thinker) into a concept of a fully skate-able halfpipe that transforms into an amphitheatre - a vibrant space that will inspire people into action and trying new things.
HIGH BRand VISIBILITY - Key Messages
The current brand direction for Pinterest was the use of punchy colour & type combinations. This was used across the back wall grid at high level to attract from afar and call out key messages & related statistics.
The hand-cut collage shapes are also part of the brand language and were used across screen graphics, to help zone the workshop areas, bar and on the printed box seating. When not in use the seating and bar would be stored in the back wall, adding colour and creating a different look each time they were taken in and out.
TREND-Makers at heart
Trends are made, followed and instantly visible on Pinterest. Echoing the grid on the wall, bold graphics cover the ramp surface, showing trends listed on the Pinterest 100 for 2020. They demonstrate the diversity of the reachable audience and their interests, as well as creating vibrancy from the heart of the stand. Trends could be updated in real time and attendees are encourage to write their predictions onto the ramp, in true street art style.
inspirational ShopPing - authentic creatorS & SUCCESS stories
Hearing success stories from creators themselves is a powerful way to engage with the OMR audience. With the latest fresh designers hosting mini pop-up shops with customised products as a take-away, a truly memorable way to get exposure of the platforms capabilities across. Screen-printed tattoos by the most pinned illustrators - people will be queuing up to take part.
TRIED & TESTED - BIG BRANDS Workshop SUCCESS
Hosts do away with the traditional B2B meeting format, by talking about successful ways big brands have used the Pinterest platform to engage with customers and drive traffic to their sites, through engaging workshops.
Content Sessions - FUTURE TRENDS
We also looked into Pinterest's most out-there and attention-seeking trends that would get people talking, like a beauty workshop of anti-facial recognition asymmetrical make-up and a 'Voga' fitness class (think Voguing & yoga) right on the ramp.
SustaiNing a legacy
Not only did we want to create an unforgettable stand for OMR, we were also keen to follow one of the most important trends - sustainable build practice - by planning to donate the Pinterest half-pipe to a local skate-park, creating a content story for the brand and inspiring the next generation of Pinners to keep trying new things.