Sainsbury's Habitat and Pinterest have partnered to produce a new campaign called “The Home of Attention,” a storytelling series that shows how to transform everyday spaces with just a few well-chosen furniture pieces.

The project uses cinematic storytelling and immersive Pinterest experiences to explore different stories inside the home, to show how small design changes can make a big impact in the home while providing audiences with inspiration they can act on.

The partnership between the two companies will see Habitat's short films launched exclusively on the Pinterest platform.

Each film will feature a series of interactive and engaging experiences on Pinterest, including a 360-degree, shoppable set, creative content inspired by the film and curated collages - a new advertising format that offers users a new way to interact with Habitat products.

Laura Boothby, head of brand communications, Habitat, emphasised the natural partnership between the two brands was focused on bringing clients’ inspiration to life.

“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,” she added.

Craig Brown, senior manager Home, Pinterest UK, added: “As the leading visual search platform for interiors, we’re uniquely equipped to create interactive, engaging experiences that guide customers from inspiration to action.”

Earlier this week, Pinterest said it was testing new artificial intelligence solutions including a feature that enables advertisers to transform existing product catalogues into shoppable collages within minutes.

This initiative forms part of Pinterest Ad Labs, an innovation programme where selected brands can experiment with AI-enhanced creative tools designed to improve advertising performance and user engagement.

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