Creative Showcase

No Pintimidation / Planet Fitness

Submitted By Ryan Petzar

Description

"No Pintimidation" is a social extension of Planet Fitness' "Gymtimidation" campaign. It was designed in response to a survey of 7,000 American mothers, of which 42% said that they suffer from "Pinterest stress" stemming from an anxiety that they can't live up to the kind of domestic perfection that's suggested by the typical pictures posted on Pinterest.

NoPintimidation.com allows Pinterest users to upload a photo that might be just a little bit too perfect to be real and "de-pintimidate" it by adding embellishments like cats, unicorns, or fun phrases that call out the original image's supposed perfection.

Objective

Planet Fitness and RTOP created an interactive tool on the web to help Pinterest users create "perfectly imperfect" images to share on Pinterest and other social media sites that poke fun at the notion of "Pinterest stress."

"No Pintimidation" empowered Pinterest users to acknowledge the unrealistic expectations that they sometimes feel in their daily lives and poke fun at them, just like Planet Fitness' spots that poke fun at fitness zealots that frequent other gyms.

Technical Challenge

During the design phase, it was discovered that the original plan of pulling images from users Pinterest pages would violate Pinterest's terms of service. RTOP developers had two options: Go with the original plan but rewrite the code to obfuscate who was requesting the images (and violating their TOS) or start from scratch and work out a new way for users to submit the images they wanted to "de-Pintimidate".

The decision was made to start anew and a system was built that allowed users to upload their own images to the site and then apply their own filters to the image. This created its own set of problems though as the developers wanted to allow users to upload images of any size and aspect ratio. Users would then crop their original image to match the dimensions of a second image that would later be combined with the original. This process was all done in one step on the backend to minimize server-load, but to the user it appeared to be a simple to use point-and-click interface.

Credits

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