The Project
In addition to sponsoring the world's longest yard sale Krylon sent DIY expert Amy Devers and her team of treasure hunters on a 690 mile road trip to find and transform unique objects to resell on Pinterest to benefit the non-profit organization Charity Wings.

The Goal
The campaign was the first use of the Pinterest buyable pins functionality to host the first ever Pinterest yard sale. The site needed to give users the ability to follow Amy and her team through the different stages of the sale — from the teaser to the conclusion the site would be responsible for tracking the van, providing up to date coundowns and social media content, and acting as a showcase for the collected items that would go up for sale. Following the sale the site serves as a log of events as well as a hub for how-to videos.

11

THE FINAL COUNTDOWN

Once the creative teams developed the concept the clock was ticking to create a website using technologies we've never used before. We launched a phased approach that would include a teaser, pre-sale phase, sale phase, and post sale wrap up in a fully integrated campaign. Using geotracking we were able to serve up tweets and tweet locations on the fly so that users could follow along with the road trip, we also had a consistant countdown clock to remind users as well as ourselves that the sale was coming soon.

Campaign Awards
Cannes Lion Titanium
Cannes Lion Silver — Integrated
Cannes Lion Bronze — Cyber Web Campaign
D&AD Tactical Wood Pencil — Tactical Digital Marketing
One Show Gold — Social
AICP Next — Social
Shorty Awards — Best Use of Pinterest
Shorty Awards — Best in Home Decor
Creative Review Annual

 

Working together means not having to take all of the blame. This project would've never happened without the following people:

MENNO KLUIN
Executive Creative Director

SAM SHEPHERD
Creative Director

FRANK CARTAGENA
Creative Director

ERIKA KOHNEN
Art Director

LAUREN COOPER
Copywriter

BRIAN GARTSIDE
Ass. Design Director

ALIZA ADAM
VP, Design Director

LYNNE YUN
Designer, Letterer

DAN MACHLIN
Director of UX

KAMRAN ASLAM
Director of Tech.

MICHAEL NICOSIA
Ass. Director of Tech.

JEFF DENTON
Developer

SEAN GILLEYLEN
Project Manager

BECKY REITHMAYR
Senior Digital Producer

MEGHAN MCCORMICK
Social Strategy Director

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