THE PICNIC

TitleTHE PICNIC
BrandBSH / SIEMENS
Product/ServiceHOME APPLIANCES / FRIDGE
Category F01. Use of Film
Entrant MULLENLOWE ISTANBUL Istanbul, TURKEY
Idea Creation MULLENLOWE ISTANBUL Istanbul, TURKEY
Media Placement MULLENLOWE ISTANBUL Istanbul, TURKEY
Credits
Name Company Position
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

Write a short summary of what happens in the film

The short film is about two cute cake figures in a Siemens XXL Fridge. We see their struggles to reach each other and their adventure leads to an happy end. We watch their love story via fridge’s internal cameras. Since the cameras can only take photos, the film is a stop-motion work.

Cultural / Context information for the jury

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. With this film, we aimed to add some “human touch” and warmness to the brand’s image in our country. And "The Picnic" became the world's first movie filmed using a fridge.

Explain how the work innovatively used the film medium.

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 film happening inside of our fridge? To highlight our product’s feature. 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. The final content was more of a "short love story" than a commercial piece. So we promoted it as an original short movie. Besides Siemens’s digital channels, we aired "The Picnic" on Gain (Turkey's digital / mobile short content platform) and on Filmlovers (A Turkish movie-lovers community platform) too.