Celebrating Black creativity
all year round
Pinterest are aiming to be an inclusive champion of Black creativity, with initiatives like their Black Gold Accelerator actively supporting the amplification of Black-owned businesses. Our brief was to raise awareness of Pinterest and their mission around supporting Black creators and businesses all year round – not just during Black History Month.
Pinterest Black to Z
To get people to care about Black creativity on Pinterest, we first needed to raise the profile of the incredible Black creators and businesses on the platform. Our solution was the BLACK to Z – a definitive guide to the influences and ideas that kick start creativity, told through the eyes of 26 game-changing Black businesses and creators.
Building cultural capital with Irene Agbontaen
We partnered with cultural tastemaker and founder of the TTYA fashion brand, Irene Agbontaen to help curate The Black to Z. Then we worked with 26 of the brightest and boldest minds on Pinterest, asking them to share the ideas and influences which spark their creativity. The BLACK to Z featured their 26 inspiring ideas and stories – one for each letter of the alphabet. We created a bespoke typeface and designed every ‘pin’ as a unique exploration of creativity and a celebration of the richness of Black-British diaspora culture.
The campaign was supported by a 60-second animated film, social and an OOH campaign across London.
In addition, the Black to Z pop-up exhibition at Noho Studios created in partnership with Coldr, saw more than 100 journalists, influencers and opinion formers explore and celebrate Black creativity.
True representation both sides of the camera
In total, more than 35 Black creators and Black-owned businesses came together in front of and behind the scenes to deliver the campaign, supporting Pinterest UK in going beyond representation and reinforcing their goal to become the most inclusive social media platform across the globe.
We want our platform to be a true representation of the world we live in - continuing to support and shine a light on Black-owned businesses and creators is an important part of our journey.