Marketing

Boring stars in Picsart’s new campaign. Literally

In the campaign, the tool for editing photos and videos helps local businesses in the Oregon town update their branding.
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Picsart

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Picsart, a tool for editing videos and photos, must have heard about Gen Z’s early aughts nostalgia craze, because it’s channeling Extreme Makeover: Home Edition in its latest campaign.

  • Picsart visited three local businesses in Boring, Oregon, hoping to show them how easy it is to “Unboring” their logos, socials, and more.
  • The Canva competitor appropriately dubbed the campaign (its first major marketing push geared toward small businesses) “Unboring Boring.”

The point: Picsart has previously targeted individual creators in its marketing efforts. With “Unboring Boring,” it’s going after small businesses, according to Shachar Aylon, the company’s executive creative director. “We want to highlight how design can benefit your business,” rather than just self-expression, Aylon told us.

Before and after: The North American Bigfoot Center, Boring Bean Coffee, and Nutz-n-Boltz Theater all received the Picsart treatment. Spots depicting how exactly Picsart made each of these brands look less boring debut today. Picsart said it spent “multi-millions” on this campaign, which it defined as over $1 million but less than $10 million.

+1: It will run on streaming, out of home, social, and in a nod to small businesses—local movie theaters in and surrounding Portland. The campaign is running from today until the beginning of March in Boring and the surrounding Portland Metro area, with plans to roll out to several other cities including New York and San Francisco throughout the year.—PB

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