Pinterest is launching a new promotional campaign in which it looks to further distance itself from its social network roots, by framing Pinterest as a more positive space, free of the judgment and criticism that comes with those ‘other’ apps.

“We spend up to half of our waking time online, but more than ever, people say being online makes them feel disconnected from themselves and their interests,” says Andréa Mallard, Pinterest CMO. “Our latest campaign highlights how Pinterest is a different side of the Internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes and where you can plan your life and try something new, free of judgment.” – Andréa Mallard, CMO Pinterest

Created by Uncommon, the campaign takes on critics that defy the “don’ts”, combating them with the energy and positivity of “do”. 

It will run in the US, UK and Germany across TV, cinema, VOD, OOH, DOOH, social and media partnerships.