Paper Planes
Reinventing the classic Christmas card with a Pinterest-native campaign that transforms the most popular gift of all time.
Client
Pinterest x The Dots
Client
Pinterest x The Dots
Client
Pinterest x The Dots
Brand
British Airways
Brand
British Airways
Brand
British Airways
The brief
✦
When Pinterest joined forces with The Dots, they set the stage for a global creative showdown — a chance to reimagine one of advertising’s most iconic moments: Christmas time.
the judges
✦
Picture this: presenting to this panel of industry legends.
From Chaka Sobhani (Leo Burnett) to Laura Jordan Bambach (Grey London), and from Toby Allen (AMV BBDO) to Richard Brimm (Adam & Eve), this was no ordinary judging room. Add in Selma Nicholls (theSOwhiteproject), Mark Carroll and Visha Naul (Pinterest), and Pip Jamieson (The Dots), and you’ve got a dream team of decision-makers.
Spoiler alert: We won.
the
Challenge✦
Competing with the best creative minds on the planet? No pressure. This wasn’t just about standing out—it was about rising to the occasion.
And with it being the first Christmas of the pandemic, the hunger for creativity was stronger than ever.
The brief
The
brief
the brief
✦
When Pinterest joined forces with The Dots, they set the stage for a global creative showdown — a chance to reimagine one of advertising’s most iconic moments: Christmas time.
✦
When Pinterest joined forces with The Dots, they set the stage for a global creative open brief — the chance to reimagine one of advertising’s most iconic moments: Christmas time.
the judges
✦
Picture this: presenting to this panel of industry legends.
From Chaka Sobhani (Leo Burnett) to Laura Jordan Bambach (Grey London), and from Toby Allen (AMV BBDO) to Richard Brimm (Adam & Eve), this was no ordinary judging room. Add in Selma Nicholls (theSOwhiteproject), Mark Carroll and Visha Naul (Pinterest), and Pip Jamieson (The Dots), and you’ve got a dream team of decision-makers.
Spoiler alert: We won.
✦
Picture this: presenting to a panel of industry legends. From Chaka Sobhani (Leo Burnett) to Laura Jordan Bambach (Grey London), and from Toby Allen (AMV BBDO) to Richard Brimm (Adam & Eve), this was no ordinary judging room. Add in Selma Nicholls (theSOwhiteproject), Mark Carroll and Visha Naul (Pinterest), and Pip Jamieson (The Dots), and you’ve got a dream team of decision-makers.
✦
Competing with the best creative minds on the planet? No pressure. This wasn’t just about standing out—it was about rising to the occasion.
And with it being the first Christmas of the pandemic, the hunger for creativity was stronger than ever.
✦
Competing with the best creative minds on the planet? No pressure. This wasn’t just about standing out—it was about rising to the occasion. And with it being the first Christmas of the pandemic, the hunger for creativity was stronger than ever.
the Challenge
the
challenge
the
judges
✦
Imagine presenting to this panel of industry legends.
From Chaka Sobhani (Leo Burnett) to Laura Jordan Bambach (Grey London), and from Toby Allen (AMV BBDO) to Richard Brimm (Adam & Eve), this was no ordinary judging room. Add in Selma Nicholls (theSOwhiteproject), Mark Carroll and Visha Naul (Pinterest), and Pip Jamieson (The Dots), and you’ve got a dream team of decision-makers.
Spoiler alert: We won.
The brief
✦
When Pinterest joined forces with The Dots, they set the stage for a global creative showdown — a chance to reimagine one of advertising’s most iconic moments: Christmas time.
the judges
✦
Picture this: presenting to this panel of industry legends.
From Chaka Sobhani (Leo Burnett) to Laura Jordan Bambach (Grey London), and from Toby Allen (AMV BBDO) to Richard Brimm (Adam & Eve), this was no ordinary judging room. Add in Selma Nicholls (theSOwhiteproject), Mark Carroll and Visha Naul (Pinterest), and Pip Jamieson (The Dots), and you’ve got a dream team of decision-makers.
Spoiler alert: We won.
the
Challenge
✦
Competing with the best creative minds on the planet? No pressure. This wasn’t just about standing out—it was about rising to the occasion.
And with it being the first Christmas of the pandemic, the hunger for creativity was stronger than ever.
introducing
introducing
Paper Planes
by british airways
A campaign we're we reimagined the most iconic gift of all time: the Christmas card. By inspiring people to turn a simple piece of paper into something extraordinary, we show them how to write down their wishes and fold it into a paper airplane. All while encouraging them to see their loved ones as the ultimate destination for those heartfelt wishes.
A campaign we're we reimagined the most iconic gift of all time: the Christmas card.
By inspiring people to turn a simple piece of paper into something extraordinary, we show them how to write down their wishes and fold it into a paper airplane. All while encouraging them to see their loved ones as the ultimate destination for those heartfelt wishes.
A campaign we're we reimagined the most iconic gift of all time: the Christmas card. By inspiring people to turn a simple piece of paper into something extraordinary, we show them how to write down their wishes and fold it into a paper airplane. All while encouraging them to see their loved ones as the ultimate destination for those heartfelt wishes.
introducing
introducing
Paper Planes
Paper Planes
by british airways
BY BRITISH AIRWAYS
A campaign that reimagines the most iconic gift of all time: the Christmas card.
By transforming a simple piece of paper into something extraordinary, it inspires people to write down their wishes and fold them into paper airplanes. All while encouraging them to see their loved ones as the ultimate destination for those heartfelt wishes.
A campaign that reimagines the most iconic gift of all time: the Christmas card.
By transforming a simple piece of paper into something extraordinary, it inspires people to write down their wishes and fold them into paper airplanes. All while encouraging them to see their loved ones as the ultimate destination for those heartfelt wishes.
Before diving into the executions, let’s take off on a journey — a consumer one.
Before diving into the executions, let’s take off on a journey — a consumer one
Before diving into the executions, let’s take off on a journey — a consumer one
Before diving into the executions, let’s take off on a journey — a consumer one
1
1
Contextual Targeting Ads
Contextual
Targeting Ads
Contextual Targeting Ads
Static ads that will encourage users to check out the British Airways Pinterest boards where they will find out how to reinvent their Xmas card and also get a recommendation of a destination suitable for both the sender and the receiver.
Be on specific Christmas trends
E.G.: DIY, Christmas Cards
Hijack Overall Xmas Trends
E.G.: Christmas Decorations
Hijack Other Trends
E.G.: Expensive Gifts
Be on specific Christmas trends
E.G.: DIY, Christmas CardsHijack overall Christmas Trends
E.G.: Christmas DecorationsHijack other trends
E.G.: Expensive Gifts
2
2
Pin extension - personalization
Pin extension - personalization
Contextual
Targeting Ads
Pin Extension - Personalization
Step by step instructions for reinventing the Christmas card, while the call to action will also encourage users to check out destinations that suits both them and their card receiver.
Step by step instructions for reinventing the Christmas card, while the call to action will also encourage users to check out destinations that suits both them and their card receiver.
Users will select from the predefined answers, all based on key words that will recommend them a dedicated article from the British Airways website.
One for mom's Christmas Card
And one for your BFF
One for mom's Christmas Card
And one for your BFF
3
3
personalized boards
Contextual
Targeting Ads
Pin Extension - Personalization
This interactive experience offers users a paper plane-inspired Christmas card idea and a travel destination for them and their recipient, with each result featured as a dedicated Pinterest board on British Airways' page.
Users will select from the predefined answers, all based on key words that will recommend them a dedicated article from the British Airways website.
4
4
carousels
carousels
Contextual
Targeting Ads
DIY Carousels
A step-by-step guide to reimagining the Christmas card, leading to the perfect destination for both you and your recipient.
One for mom's Christmas Card
One for your lover's
And one for your BFF
got featured in some cool places
got featured in some cool places
got featured in some cool places
got featured in some cool places
Hope you enjoyed your trip!
Before your next boarding, don’t miss the articles bellow.
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Explore these recommendations for more of the style and creativity that caught your eye.
See more projects
Explore these recommendations for more of the style and creativity that caught your eye.
got featured in some cool places
Hope you enjoyed your trip!
Before your next boarding, don’t miss the articles bellow.
One for mom's Christmas Card
One for your lover's
And one for your BFF
Be on specific Christmas trends
E.G.: DIY, Christmas CardsHijack overall Christmas Trends
E.G.: Christmas DecorationsHijack other trends
E.G.: Expensive Gifts