Exploring the creativity of Pinterest with Nicer Tuesdays and Thread of Inspiration
An event series and creative campaign promoting Pinterest’s respect and support for creatives around the world.
Throughout 2020, It’s Nice That worked with Pinterest to raise awareness of the platform among a global creative audience.
Pinterest briefed It’s Nice That to craft a year long campaign to run alongside its role as Nicer Tuesdays event partner. The aim was to explore Pinterest’s role as a home of inspiration, that could be activated online and at each event.
Throughout 2020, It’s Nice That worked with Pinterest to raise awareness of the platform among a global creative audience. Through commissioning a series of original artworks and exposure at our event series, Nicer Tuesdays, we were able to demonstrate how Pinterest can play an integral role in the creative process.
Thread of Inspiration
As Pinterest is a hub of inspiration for millions of people around the world, we wanted to create a campaign that was equally enlightening. Along with its sponsorship of Nicer Tuesdays, we created an online campaign that would build credibility and love for Pinterest as an inspiration tool.
We decided to demonstrate that inspiration can come from unexpected places, commissioning a series of interconnected artworks. Our idea was for a host of creatives to each make an original piece of art, with each one taking inspiration from the artist or designer before them in the chain.
The Thread of Inspiration campaign also asked the artists to document their creative process on Pinterest, so that anyone could explore their creative journey. This would demonstrate how creatives can use Pinterest to inspire, research, plan and showcase their projects.
We commissioned creatives with a diverse range of styles and who already had an exciting presence on Pinterest. Our first artist was Dutch illustrator Maaike Canne, who took her seed of inspiration from animator Ricardo Bessa’s talk at January’s edition of Nicer Tuesdays. Inspired by his use of fantasy, Maaike redesigned a city.
Next up, the photographer Puzzleman Leung took inspiration from Maaike’s futuristic city to shoot a series of still lifes. Using Pinterest to draw together a rich pool of visual inspiration, his work evoked an air of mystery, which became the starting point for Louise Borinski’s bespoke typeface in the following month’s work. The campaign continued in this way with artists Aurélia Durand and Shamma Buhazza.
It’s Nice That launched the campaign with a series of interviews, speaking to some brilliant creatives about the unlikely places they find inspiration, including insights from neuroscientist Shazia Ginai and illustrations by Stephanie Leinhos. And for every artist, we published an article diving into their research and process. We also published the Thread of Inspiration on our own Pinterest board, which has generated more than 700,000 impressions.
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- Total campaign reach of over 3.4 million people on It’s Nice That
- 90,000+ page views across all campaign content
- 80,000+ social engagements across all campaign content
Across both activations, we supported Pinterest’s mission to grow awareness of its creative potential with It’s Nice That’s global creative audience. Since we moved Nicer Tuesdays online in 2020, we’ve seen some of the highest and most global attendance to our events than ever before.
“Our work with Pinterest is a great example of how we can maintain intrigue throughout a year-long series by leveraging a variety of mediums,” says Lauren Coutts, creative at It’s Nice That. “With Thread of Inspiration, we were able to create a sense of narrative across the whole project with our breadcrumb trail of inspiration.”
"The work that It’s Nice That did with us beautifully shows how inspiration on Pinterest can come into your life and work, no matter where you start your journey."Design director at Pinterest