FirstBank wanted to remind people that buying a home should be one of the most fun and exciting things you do. They deliver on that with a simple and straightforward mortgage process, but we wanted to go further. Women naturally gravitated to Pinterest to express excitement and plan for their new home. Men, however, did not have anywhere to research, plan and share ideas. So, we took the simple date point that Pinterest was an 83% female website and turned it into a creative execution that allowed men to browse Pinterest without fear of being judged. A browser plug-in camouflaged the decorating accessories you were looking at with images that made them, and you, look manly.

We created a browser plug-in that camouflaged decorative items found on pinterest with manly items found in hardware stores. From BBQs to Power Tools to Meat, men could pretend to be searching for "socially accepted" things, but in reality be searching for exciting new pieces for their new home.

The metric we used to track the success of this campaign was the number of mortgage prequalification applications FirstBank received. Three weeks into our campaign, FirstBank became so inundated with prequalification applications that they couldn't keep up with the volume of applications coming in. We were actually forced to pull the campaign as a result of it working too well."