Global advertiser summits are annual events where big tech companies try to convince marketers to increase ad spends on their platforms. Rife with keynotes and product launches, they’ve become a trope unto themselves. So when Pinterest was looking for a fresh take on their annual ad summit -  Pinterest Presents - we took a groundbreaking approach to this B2B event.

We knew our audience of marketers were people first, and people love to be entertained. So we took two beloved formats - the mockumentary and the making of - and made an epic mashup: Pinterest Presents, a show within a show, that’s the show. 

With a comedic ensemble starring SNL’s Heidi Gardner, Rashida ‘Sheedz’ Olayiwola (Jury Duty), Harvey Guillén (What We Do In The Shadows) and Aisling Bea (This Way Up), we used humour and creative storytelling to house the hardest of hard working B2B content. The approach drove awareness of why Pinterest was a must-buy for advertisers - all by entertaining them in a way they already loved. 

It was a first-of-its-kind global virtual event that clocked in at 50 minutes and not only drove a 100% watch-through rate (almost inconceivable for this kind of content), but was one of Adweek’s 20 Campaigns That Made Creatives Jealous. Watch the full show here.

Art Direction: Anna Cumyn