AGENCY
22Pictures
John Stapleton, EVP, Director of Innovation & Design
Al Patton, SVP, Executive Creative Director
Sanders Hearne, SVP, Group Creative Director
Louie Zuniga, Senior Art Director
Alex Lukacs, VP, ACD/Copywriter
Ian McAllister, Art Director
Elizabeth Maloy, ACD/Art Director
Caty Coplin, Art Director
Nathalia Resende, Creative Director
David Burns, Animator
Genna Franconi, SVP, Group Account Director
Stephen Bridges, Animator
Scott Cooley, Management Supervisor
Matt Silliman, SVP, Director of Integrated Production
Duane Smith, Media Director
Mallory Adams, Account Supervisor
Saya Heathco, SVP, Director of Strategy
David Yeend, Strategy Director
Allie Hansen, Project Supervisor
SUMMARY
To grow beyond the core DIYer, The Home Depot needed to meet Millennials where they were most engaged in home improvement: Pinterest. But we learned that Pinterest-perfect inspiration was more intimidating than inspiring. So we hacked the platform to bring viewers “Built-In Pins,” a virtual before & after experience with shoppable content, that helped bridge the gap between aspiration and reality. The campaign delivered 4x the industry average for ROAS, doubling engagement benchmarks and earning us a spot on Pinterest’s most innovative list.
