No One at Cannes Lions Needs to See This Planet Fitness Campaign

In reaction to a recent survey of 7,000 U.S. mothers which found 42% suffer from "Pinterest stress," Planet Fitness, purveyor of the Judgement Free Zone and No Gymtimidation philosophy, aims to help de-stress the web with No Pintimidation.

It's a Pinterest-based effort that starts by pinning perfectly imperfect images that people can feel good about. The effort was developed with Philly-based agency, Red Tettemer + Partners.

Planet Fitness is encouraging people to visit No Pintimidation to engage in the effort by first uploading an image they might find "Pintimidating," and then de-pintimidate it by adding embellishments like cats, unicorns or phrases that call out the unreachable perfection.

Clearly no one in Cannes this week will bother with this since, as we know, everyone in advertising is so hot and has no need for this sort of therapy.