| Title | THE PICNIC |
| Brand | BSH / SIEMENS |
| Product/Service | HOME APPLIANCES / FRIDGE |
| Category |
A01. Fiction & Non-Fiction Films up to 5 minutes |
|
Entrant
|
MULLENLOWE ISTANBUL Istanbul, TURKEY
|
|
Idea Creation
|
MULLENLOWE ISTANBUL Istanbul, TURKEY
|
|
Media Placement
|
MULLENLOWE ISTANBUL Istanbul, TURKEY
|
Credits
| Berkay Özay |
MullenLowe İstanbul |
Executive Creative Director |
| Nadir Aydın |
MullenLowe İstanbul |
Creative Group Head / Copywriter |
| Ezgi Tanyeri |
MullenLowe İstanbul |
Art Director |
| Yusuf Muslubaş |
MullenLowe İstanbul |
Head of Strategy |
| Ceyda Coşkun |
MullenLowe İstanbul |
VP |
| Merve Günay Goldenberg |
MullenLowe İstanbul |
Group Account Director |
| Ceren Kaban |
MullenLowe İstanbul |
Account Supervisor |
| Ilgım Kurşun |
MullenLowe İstanbul |
Account Executive |
Why is this work relevant for Entertainment?
Instead of a usual advertising piece, we created an entertainment content that is based on our product's value proposition.
Siemens XXL Fridge's "Camera in Fridge" feature actually takes photos of inside of your fridge. So we said; why don't we shoot a stop-motion love story happening inside of our fridge?
This idea leads us to the world's first movie filmed using a fridge: The Picnic.
Background
Situation:
Siemens Home Appliances in Turkey has a super premium, high-end and high-tech positioning in the market. Having it's root from the German engineering background, the brand is perceived a bit distant too.
Brief & Objective:
Our brief was to shine "Camera in Fridge" feature of Siemens XXL Fridges and adding some "human touch" into it to break Siemens's distant brand image.
Describe the creative idea
Siemens XXL Fridge's "Camera in Fridge" feature takes photos of inside of your fridge. So we said; why don't we produce a stop-motion love story happening inside of our fridge?
This idea leads us to the world's first movie filmed using a fridge: The Picnic. By using the fridge's cameras, we shoot thousands of photos to produce a stop motion love story. A cute, very romantic yet modern love story, happening between the two cake figures inside the fridge.
Describe the strategy
Our main strategy was to shine "Camera in Fridge" feature of Siemens XXL Fridge with a disruptive idea that is linked to current brand image (high-tech and high-end). So we kept "technology" in the core but we added warmness into it to achieve our brief's objective. And the final content was more of a "short love story" than a commercial piece.
Describe the execution
Becoming the "world's first movie filmed using a fridge" we aired this interesting content in all branded digital channels of Siemens.
Plus, we aired "The Picnic" on Gain (Turkey's digital / mobile short content platform) and on Filmlovers (A Turkish movie-lovers community platform) too. And we promoted it as an original short movie piece.
Describe the outcome
"The Picnic" became the world's first movie filmed using a fridge.
While carrying the powerful high-tech DNA of Siemens brand in the core, it has the warmness and disruptive spark that the brand needed.
Till September 2021, we have recorded more than 600 thousand of reach and more than 3 million impressions for our short movie.