Pinterest UK Creative Advertising Award Winners: The Pinnacles 2019


Pinterest has revealed the 2019 winners of The Pinnacles, Pinterest’s creative advertising awards that celebrate the highest level of creativity, originality, strategy, insight, measurement and craft of the UK ad campaigns found on Pinterest over the past year.

With 16 awards given, The Pinnacles were open to businesses with creative ad campaigns that ran in the UK from September 2017 through December 2018. The winners include 12 jury awards that ad partners submitted as well as four special recognition awards, which were nominated by the Pinterest team based on the judge’s votes. This year’s jury was comprised of creative industry experts, in-house marketeers and Pinterest content creators.

Highlights of the winning campaigns include John Lewis & Partners who won three awards with Best Action Inspired for their Christmas Moments campaign that featured an autoplay video on how to dress a Christmas Tree; Best Moment Inspired, helping expecting parents with relevant and useful content; and Best for Inspiration, the top of the special recognition awards. Sainsbury's creative use of the Max Width format earned them Best Video, and Bird's Eye won Best Media Strategy and a commendation for The Community Choice Award, as voted by Pinterest’s user community, as well as Best Use of Repurposing for transforming existing materials from other channels into stand out, actionable and inspiring Pins. Sky Cinema won Best Engagement and Nissan won a commendation as Best Use of Trend Data as entertainment and auto continue to rise as two emerging verticals on Pinterest. And, The Conran Shop and Ted Baker won Best Use of Creative Format for going beyond the promoted Pin and creating personalised experiences using API and Pincodes in-store.

People come to Pinterest when they are planning for things in their lives from big projects to small life moments like what to cook for dinner or a new beauty look to try.  Businesses can turn people on Pinterest into customers through compelling and visually informative ads that are created specifically for the platform.

Pinterest is a platform for inspiration and this year, The Pinnacles showcased a range of creative best practices that highlighted product benefits and attributes or demonstrated how to bring an idea to life in a personalised way. When brands attach context to relevant seasonal moments such as Christmas or milestones such as a new baby or planning a wedding, they potentially see a 11x higher aided awareness and 22% more online sales (Pinterest Art + Science Report 2018).  Advertisers on Pinterest also have the opportunity to spread creative executions within ad formats such as Carousel or Max Width, which presents the product or service to users in a really engaging way.

Top tips for creative ads on Pinterest:

  • Brands are additive on Pinterest, where people are seeking inspiration and ideas. Successful creative ads on Pinterest are a reflection of this mindset, offering solutions through visually appealing, actionable, and most of all inspiring content.

  • Branded creative should move people on Pinterest from “discovery” to “do”. Encourage people to think or do something new through visuals and interesting copy, from simple call-to-action headlines right through to step-by-step tutorials.

  • Be brand proud and ensure your logo is clearly visible.

  • Tap into moments, trends and interests to create ads specifically for Pinterest, even when you are repurposing assets from other channels.

  • Plan ahead for Pinterest, leveraging and trusting the insights to inform content strategy, concepts and asset development. Remember people plan on Pinterest up to 3 months in advance, so think about launching your campaign earlier to catch your audience.

  • Top attributes we see in inspiring creative are: originality, positivity, actionable, attainable and visually appealing. Use as many you feel work. Most of all, they’re a helpful reminder of the mindset on the platform.


“Businesses on Pinterest have a powerful way to reach consumers in an inspiring environment at the beginning of their decision-making process.  We’ve found that brands who create ads that balance being inspirational and informative resonate the most with user’s emotions and provide them with what they need to take action. We were inspired by all of The Pinnacles Award submissions this year and are thrilled to celebrate the winners who demonstrated the best of creative execution on Pinterest.” - Adele Cooper, UK and Ireland Country Manager at Pinterest



"Pinterest enables us to execute our audience-first strategy to perfection by providing a way for us to share helpful ideas and support to future parents at just the right moment. John Lewis & Partners has always seen Pinterest as a key platform for increasing brand awareness and purchase intent. The great performance we witnessed was also supported by one of the strongest brand uplift study results we’ve seen in a while." - Eva Bojtos, Partner & Senior Manager, Social Marketing Team at John Lewis & Partners



“Pinterest was key to enabling our campaign to be seen in as many places as possible. The engagement and resulting consideration was phenomenal, with a higher than 50% view-through rate for those we reached on Pinterest. We will continue to explore Pinterest as a powerful platform for our campaigns.” - Colin Buckingham, Senior Digital Marketing Manager, Birds Eye UK and Ireland, winner of three Pinnacles awards.


The Pinnacles 2019 - Winners + Commendations:


Best Creative Strategy:

  • WINNER - Beautiful Belle / By Estée Lauder UK / Manning Gottlieb OMD
  • COMMENDATION - Bailey’s Portfolio / By Bailey’s / Diageo / Dentsu Aegis Diageo Team

Best Media Strategy:

  • WINNER - Waffly Versatile / By Birds Eye / Zenith Performics / Recipe Advertising 
  • COMMENDATION - Garden Shades / By Cuprinol / Mediacom / BBH

Best Brand Results:

  • WINNER - Tie the Knot / By Ted Baker / Blue Robot 
  • COMMENDATION - Made by the Sea / By Talisker Whisky / Diageo / Dentsu Aegis Diageo Team

Best Engagement:

  • WINNER - Life Itself / By Sky Cinema / Altitude / Mediacom
  • COMMENDATION - Home Launch / By River Island / Studio Blvd. 

Best Idea Series: 

  • WINNER - 3 Ingredients / By Tesco / Mediacom / Cedar Communications 

Best Customer Journey:

  • WINNER - Mother’s Day / By Boots / Mediacom / Ogilvy
  • COMMENDATION - Tie the Knot / By Ted Baker / Blue Robot 

Best Moment Inspired: 

  • WINNER - With You Every Step of the Way / By John Lewis & Partners / Manning Gottlieb OMD / adam&eveDDB
  • COMMENDATION - Garden Shades / By Cuprinol / Mediacom / BBH

Best Action Inspired: 

Best Use of Trend Data:

  • WINNER - Kitchen Trends 2018 / By B&Q / Wavemaker / Good Relations
  • COMMENDATION - Power Your Passion / By Nissan / Manning Gottlieb OMD / TBWA

Best Use of Video:

  • WINNER - Free-From Christmas / By Sainsbury’s / Gravity Road  / PHD

Best Use of Creative Format:

  • WINNER - Pinterest x London Design Festival / By The Conran Shop  / Genie Goals
  • COMMENDATION - Tie The Knot / By Ted Baker  / Blue Robot

Best Use of Repurposing:

  • WINNER - Waffly Versatile / By Birds Eye / Zenith Performics / Recipe Advertising 



Special Recognition Awards by Nominations

Community Choice:

  • WINNER - Small Space / By 
  • COMMENDATION - Shall We? / By Gordon’s Gin / Diageo / Dentsu Aegis Diageo Team
  • COMMENDATION - How To Series  / By IKEA UK / Vizeum / iProspect / Proximity
  • COMMENDATION - Waffly Versatile / By Birds Eye  / Zenith Performics / Recipe Advertising 
  • COMMENDATION - 3 Ingredients / By Tesco / Mediacom / Cedar Communications 

Best Newcomer:

Best Creative Evolution:

Best for Inspiration: