Pinterest created the Manifestival Beach for the third year in a row at Cannes Lions, bringing the digital brand to life in a very tactile way.
“We really try to create a space that feels like what it feels like to be on Pinterest online so literally stepping into a pin,” said Judy Lee, senior director, global brand experiences at Pinterest. “It’s vibrant. It’s energetic. It’s inclusive. And there’s tons of inspiration and creativity all around.”
“We’ve all been to Cannes many many years and we specifically didn’t want to make a stage and a talk the center moment,” continued Lee. “We really wanted to focus on creativity and making because our platform is all about getting inspired and then going to do things. So that’s exactly what people can do here and new this year.”
The space was inspired by the Pinterest Predicts report. For instance, the report found that the Fisherman Aesthetic is big this year and attendees could get a tattoo at a Fisherman Aesthetic Tattoo Parlour. The company also used the beach to launch Emma Chamberlin’s new fisherman aesthetic coffee brand.
The space also included a Stylescope, “a Visual Search-inspired journey into personal taste,” a Patisserie food customization experience and Aura Beauty, where guests could work with on-site makeup artists to experiment with L’Oreal brands Maybelline and NYX products. Attendees could also make their own tin wallet out of an Altoids box or bag charms and bracelets at the various DIY maker stations.
“We love working with partners in a way that feels additive to the user experience or the guest experience,” explained Lee. “We know that aesthetic tin wallets are really popular, so it’s just a natural thing to work with Mars Altoids. We worked with them to create these beautiful little tin wallets because that’s actually trending on Pinterest.”
