The One Show
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It's Possible
Agency Pinterest House of Creative + Cabin Editorial / Santa Monica + ICONOCLAST / Los Angeles + Noise VFX / Venice
Category
Special / Practical Effects / Series
Annual ID
OS25_MI104M
Background
Our first campaign aimed primarily at Gen Z, a demographic that is all about exploring, crafting and curating their own personal taste, and in turn their identity, we wanted to showcase Pinterest as THE place to find inspiration, and create a life you love. So we leaned heavily into the real stories of real Pinners, but we then brought those stories to life in wildly different fantastical, humorous and unexpected ways. Allowing us to highlight and celebrate different use cases, speak to different micro-audiences within this wildly diverse demographic that is Gen Z, and demonstrate what truly makes Pinterest special in an immersive, surreal, visually captivating way.
Creative Idea
Pinterest provides the inspiration for anyone to create a life they love and this campaign taps directly into that spirit of inspiration. Taking viewers on one cinematic, surreal, fantastical, whimsical ride, each inspired by the wildly different ways people use Pinterest, after another. Where the journey of self-discovery is an adventure, and something amazing lies around every turn. Showcasing Pinterest as a place where different disconnected ideas come together to create something totally new, and dreaming and doing collide. A magical alchemy that makes Pinterest a truly unique way to help people define themselves, catalyze their ambitions, and envision the life they want to live, full of the things that fire their imaginations.
Insights & Strategy
Pinterest lives in “the magic middle”. Where dreaming and doing come together and create an alchemy like nowhere else. Where users don’t just find inspiration, they are empowered to act on it and manifest their goals. This campaign, aimed primarily at Gen Z, was designed to capture the experience of that magic middle. Bringing to life different worlds, in different films, each based on real world stories, of the real people who use Pinterest, but where those stories are told in the most immersive way possible.
Execution
We wanted this campaign to be as interesting, crafted and curated as the Pinterests boards that inspired it. So we spent countless hours combing through hundreds of boards in search of the perfect meatball, the perfect dress, the perfect accessory, and so on. We then created worlds that felt like you were stepping into one of those boards. Using practical sets and effects, thousands of props, and capturing as much in camera a possible. Resulting in films that feel real. And alive. And tactile and intentional in the way that Pinterest does. A tongue-in-cheek voice over then, literally, told the story of each world, as though from something out of a surreal storybook. The elements coming together that looked, sounded, and most importantly felt, like Pinterest.
Results
It’s Possible, Pinterest’s boldest film campaign to date, proved that creativity outperforms spend. With 31% less media investment, the campaign delivered a 33% year-over-year increase in impressions, demonstrating the power of storytelling designed to inspire action.
Audiences didn’t just watch, they stayed. Across platforms, the campaign achieved an extraordinary 982,000,000 video completions to date and a 26% click-through rate on social, turning passive scrolling into purposeful exploration.
Most importantly, It’s Possible drove real-world behavior, fueling a gain of more than 6,700,000 in monthly active users — proof that when imagination meets intention, people show up.
With It’s Possible, Pinterest didn’t just capture attention. It turned possibility into performance.
Audiences didn’t just watch, they stayed. Across platforms, the campaign achieved an extraordinary 982,000,000 video completions to date and a 26% click-through rate on social, turning passive scrolling into purposeful exploration.
Most importantly, It’s Possible drove real-world behavior, fueling a gain of more than 6,700,000 in monthly active users — proof that when imagination meets intention, people show up.
With It’s Possible, Pinterest didn’t just capture attention. It turned possibility into performance.
2025 Awards
Total Points: 3
Merit
Credits
Brand-Side / In-House Agency
Pinterest House of Creative
Production Company
Iconoclast / Los Angeles
Noise VFX / Venice
Post Production Company
Cabin Editorial / Santa Monica
Chief Marketing Officer
Andréa Mallard
Copywriter
Gage Clegg
Creative Director
Nico Mascarenhas
Designer
Ainsley Romero
Caroline Jones
Editor
Rami D'aguiar
Producer
Ben Trumm
Dave Wein
Guy van der Hoop
Ishaa Kotecha
Mary Stasilli
Phoebe Torsilieri
Richard Weager
Assistant Editor
Brad Dupuie
Tom Pasten
Creative Director, Art
Micaela Brookman
DoP
Pierre Kerchove
Executive Creative Director, Art Director, Copywriter
Becca Morton
Executive Producer
Britt Carson
Joyce Lee
Karen Anderson
Lauren Cascio
Sr. Copywriter, Social & Product
Abby Adesanya
1st AD
Carolina Sentelhas
1st AD (2nd Unit)
Von Gabriel
2nd AD
João Prata
Priscila Trabulsi
Assistant Producer
Brendan Gates
Awards Consultant
Harley Saftler
Brand Research Lead
Whitney Paul
CG Animator
Abby Boyce
Andrew Price
CG Lighter
Ryan Kirkwood
Zhenya Vladi
CG Modeler
Jemmie Molero
John Pozo
Colorist
Nate Seymour
Colorist, Creative Partner
Ricky Gausis
Compositor
Alysha Distelbrink
Bram Vleugel
Bram Buddingh
Darryl Burisma
Luke Yalva
Costume Designer
Ana Wainer
Designer, Social & Product
Camille Sudekum
Director of production
Liz Lydecker
Director, Integrated Marketing UK
Lou Richardson
Director, Integrated Marketing US
Michael Whitten
Founder/Creative Director
Michael Gregory
FX Animator
Anthony Morelle
Ritchy Wattimena
Global Integrated Marketing Lead
Shani Syphrett
Head of CG/Supervisor
Corinne DeOrsay
Head of Production
Blythe Barger
HOP
Michelle Dorsch
Integrated Marketing Manager UK
Emma Wallace
Integrated Marketing Manager US
Nicole Sanders
Line Producer
Andre Bauer
Make up
Mari Kato
Managing Director
Charles-Marie Anthonioz
Pity Lieutaud
Managing Partner
Robert Owens
Mixer Assistant
Noah Gomez
Previs Artist
Alex Moon
Peter Sellers
Prod. Designer
Carol Ozzi
Production Coordination Assistant
Carolina Loureiro
Production Manager Brazil
Fabio Arisaka
Senior Compositor
Chung Pu (Duff) Hsiao
Jim Spratling
Sound Designer and Mixer
John Bolen
Sr. Creative Producer
Adrienne Bullock
Sr. Paid Media Lead
Sunny Nguyen
VFX Supervisor
Boyo Frederix
VP, Consumer Marketing
Sara Pollack
VP, Global Creative
Xanthe Wells
VP, Growth Marketing
Lisa Sullivan-Cross
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