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Pinterest Manifestival
Amplify + Pinterest bring back the Cannes-favourite Manifestival for the third year...
Challenge
Pinterest wanted to prove that young consumers (Gen Z and young Millennials) love and use Pinterest as part of their creative process, from discovery to evaluation and purchase.
They wanted to drive spending optimism by bringing to life the unique audience behaviour that only happens on Pinterest and becoming the most talked about activation at Cannes once again.
Insight + Strategy
Not everyone at Cannes is a C-suite, but other platforms have forgotten this and create exclusive, corporate experiences where creative people are forced to spend their time listening rather than doing, which is what they really love the most.
We really wanted to build around the insight that "Gen Z believe they are the most creative generation and creativity is part of their everyday life” by creating a hands-on experience that would be active rather than passive.
For two years running, Pinterest has been the talk of the Croisette, with the brand-ownable activation really striking a chord with Lions attendees, advertisers and the press.
This year needed a bigger and bolder return of the award-winning Manifestival to deliver even more impactful moments for the Pinterest brand.
Solution
Introducing… Pinterest Manifestival 2.0.
A festival of discovery, curation and creation for Gen Z and Cannes attendees, where we celebrate the act of creating whatever’s next in your life—sans judgment.
During a week when you’re surrounded by judgement on creative skills (Bronze! Gold! Winner! Runner up!), we invited Cannes attendees to a safe space full of opportunities to explore, experiment and get creative at the Pinterest Manifestival.
The experience invited people to discover themselves and take action toward a life they love.
Programming included:
Real Tattoos: The beloved tattoo parlour returned with artist One by One Tattoo who curated one-of-a-kind, iconic designs for attendees inspired by worldwide Pinterest trends.
A Charm Bar: Visitors could create unique accessories and jewellery from an assortment of new and thrifted materials, beads, charms and chains with Bon Bon Whims.
Upcycled Accessories: Artist Sophie Hird collaborated with attendees to create custom bags, constructed entirely out of repurposed materials like football jerseys and sports paraphernalia.
Personal Color consultations: Expert Siân Clarke curated special hues, all based on individual hair colour and skin tone range.
Creation Stations: Whether it’s marble-dipped accessories with London Sneaker School, or one-of-a-kind jewellery or adopting a brand new aesthetic, visitors experimented with style.