“How Did They Do It?”: Rethinking Screen Time and Brand Trust

I spend a lot of time online for work. Moodboards, strategy decks, workflow mapping, and trend forecasting… my screen time report is doing the most.

That’s exactly why Pinterest’s new campaign, “How did they do it?”, really stood out to me.

Instead of fighting for more screen time like most platforms, Pinterest is doing the opposite. They’re reminding people that the best outcome of being online is actually going offline. And honestly, that feels like one of the smartest kinds of brand positioning.

Using old home movies and family photos, the campaign taps into something simple but powerful… a time when inspiration happened without endless scrolling. It feels nostalgic, but more importantly, it feels true.

As someone who works in advertising and creative strategy, I think this is a strong example of purpose-driven marketing. It’s not just a campaign, it’s a reflection of brand values. Pinterest isn’t trying to keep people glued to their phones. They’re building trust by aligning their message with how people actually want to live.

That kind of transparency matters. Consumers are paying attention to brands that stand for something and back it up with action. Whether it’s creating healthier digital habits, being honest about impact, or simply encouraging people to live more fully offline, that’s the kind of work that builds loyalty.

The best campaigns don’t just sell a product. They make people feel something, rethink something, or maybe even put their phone down for a minute.

And if a campaign can do that… that’s good advertising.

Watch it for yourself: