Habitat, the homeware brand owned by supermarket Sainsbury’s, has partnered with Pinterest on a new campaign.
The two companies have come together to showcase a new storytelling series named “The Home of Attention”, to show how people can transform everyday spaces and make a big impact in the home.
The series of short films will launch exclusively on Pinterest, focusing on “different moments in the home” and how decor and furniture can “reflect moods and reshape interior needs”.
Each film demonstrates a series of interactive and immersive Pinterest experiences that leverage what the platform is capable of, including a 360 degree shoppable set, film-inspired content and curated collages.
The partnership between Habitat and Pinterest has been developed by branded content partnerships and entertainment agency Drum. PHD UK managed the media planning and buying.
Habitat head of brand communications Laura Boothby said: “Pinterest is a natural partner for Habitat, as a place where people go to plan and visualise their spaces. This partnership is about bringing that inspiration to life.
“From a single lamp to a new rug, we’re showing how small design choices can have a big impact, both in how a space looks and how people feel in it. Through relatable stories, told with humour and heart, we’re bringing our products to life in a way that’s immersive, eye-catching, and instantly shoppable.”
Pinterest UK senior manager of home Craig Brown added: “When Habitat and DRUM came to us with the ambitious idea for ‘The Home of Attention’, we immediately saw how Pinterest could bring it to life.
“As the leading visual search platform for interiors, we’re uniquely equipped to create interactive, engaging experiences that guide customers from inspiration to action. Through innovative formats like 360 Pin extensions and collages, we’re able to showcase bold, cinematic ideas that gain attention.”
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