Pinterest has a reputation for recipes and crafts, but one agency creative has concocted a page there that handicaps which campaigns are going to win big at the Cannes Lions International Festival of Creativity later this month.
The page was set up by Dominik Heinrich, a creative director and head of innovation at Agenta agency group in Munich, Germany, for clients such as Bentley, Volkswagen, ING-DiBa, and GranataPet. The page is getting a fair bit of pass-around among agencies, in Europe especially, that have been buzzing about Mr. Heinrich's predictions.
Asked why he did it, Mr. Heinrich told Ad Age that Pinterest, besides being a timely social medium, is a more visual way to curate a collection of creative work than writing about it.
In past years, about a month before the Cannes Fest began, Mr. Heinrich would send emails highlighting his favorite campaigns to agency friends around the world, such as Olaf Haarsma at Swordfish Amsterdam, Nicolas Pimentel from +Castro in Buenos Aires and Arno Lindemann from Luukas Lindemann Rosinki in Hamburg, Germany. "The guys often said you have to blog your predictions but I have no time," Mr. Heinrich said. "As Pinterest came up in the last year, I thought, how can I use it? ... I had the idea to pin [campaigns] and the other guys liked it too. It's easy, like tweeting, but with more emotion because of the design and pictures."
Among his picks are: a giant pinball machine installation created for Ford Europe by Ogilvy, Paris; "The Original Click," an online ad campaign to promote Volkswagen's original parts by AlmapBBDO in Brazil; and Buzzman's zany video for Tipp-Ex called "Hunter and Bear's 2012 Party." Other marketers' campaigns Mr. Heinrich thinks will do well include Coca-Cola, Hellman's, Nokia, Absolut, Nike and Mercedes. Since it's his own Pinterest page, he's taking the liberty of being a tad biased, throwing in a couple campaigns he worked on for good measure, including a mobile and outdoor execution for ING bank dubbed "Free Throws like Dirk Nowitzki."
What do you think? Are Mr. Heinrich's bets right on the money, or should he go back to the, er, Pinterest board? Tell us what you think in the comments.