Event Marketer Summer 2023 - 65

BEST OUTDOOR ACTIVATION
At Cannes Lions, Pinterest offered a daily rotation of trending
looks, idea-generating sessions and new ad tools designed to
unleash attendees' inner creativity. Festivalgoers entered the
footprint through a portal activation that read " Hello from Your
Internet-Induced Anxiety, " complete with audio recordings
and verbal cues meant to conjure up everyday anxieties that
occur from spending too much time online. Inside, Pinterest's
Oasis Courtyard provided a calming contrast to the initial
bombardment of sounds and imagery.
To showcase Pinterest's power as an ad and creator platform,
GOLD AWARD
CAMPAIGN: It's Different Here
CLIENT: Pinterest
PARTNER: Amplify
it brought to life what's trending. Activities were organized in
a Pinterest Predicts Parlour and Idea Pin Studio. In the former,
attendees could book customizable micro-tattoos in its One by
One Tattoo studio; enjoy Nailscape manicures and statement
nail art from a top French salon; and sample hair and makeup
styles from Pinterest creators.
Meanwhile, the Idea Pin Studio highlighted a new creative
tool called idea ads, or video ads for creators on the platform
who have a business account. Screen printing, customizing kicks
into art, aura reading and photography, blindfolded drawing and
other activities were on the schedule. Additional touchpoints
included a gifting gallery and a bar serving drinks, mocktails,
teas and tinctures-also rising in popularity on Pinterest.
BEST OUTDOOR ACTIVATION
Class was in session at San Diego Comic-Con in 2022, where
ABC promoted season two of " Abbott Elementary " with
a new teacher " disorientation " experience hosted inside a
3,800-square-foot recreation of Willard R. Abbott Elementary.
Built for both superfans and potential viewers of the comedy
series, the activation was chock-full of Easter eggs and props
pulled directly from episodes.
Improv actors posing as veteran teachers guided the
experience. The journey began in a hallway filled with detailed
student lockers, a '90s-inspired interactive puzzle and original
fan art to explore. Then it was on to a " staff credentials " photo
moment, which yielded a physical takeaway. Further along,
fans could spin through Principal Ava's office, then visit a
meticulously designed replica of Janine's classroom, where they
were invited to take a pop personality quiz.
Before exiting the classroom, attendees could help real
SILVER AWARD
CAMPAIGN: Abbott Elementary
New Teacher Dis-Orientation
CLIENT: ABC
PARTNER: Creative Riff
teachers in need through curated wish lists featured in a colorful
display of QR codes, and write encouraging words to teachers
on postcards. Then it was on to the gymnasium, where series
content played and the Abbott step team offered regular dance
performances.
Once the bell rang, fans donated $5,000 to 100 teachers at
Title I schools and sent nearly 1,000 handwritten post cards. We
give that an A+.
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Event Marketer Summer 2023

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