Dive Brief:

• A Colorado bank wants men to feel comfortable browsing Pinterest—where 69% of users are female—for home improvement ideas. 
• FirstBank has developed browser plugin "Man-O-Flage" skin for the site that disguises all pins as what they consider "manly" items, like meat, power tools, or sporting goods. Users can see the true pins one at a time under their cursor.
• The stunt is meant to bring FirstBank to mind for male Pinterest users needing home mortgages as they dream up home improvement ideas. 

Dive Insight:

Pinterest has been pursuing a larger male audience for some time—adding gender-based targeting and appointing former Unilever exec David Rubin as head of brand position.