Picnic

The human truth
People don’t stay for the job. They stay for the coffee and jokes at the hub before a solo route, the colleague who covers your shift, and the home-cooked food shared between more than 100 nationalities.

The tension
Picnic had to hire runners and shoppers fast in the Netherlands, Germany and France for the summer peak, without losing the crew feeling that makes people want to work there.

The idea
Picnic is a supermarket on wheels. So we made the people on those wheels the story. One line ties it together: This is how we roll.

What we made
No script, just a loose shotlist. For four days we rode along on real shifts in all three countries, handheld and raw, more creator than commercial. Every hub got a surprise: custom Picnic Heelys with the mustache from the electric vans. Once the boxes opened, nobody needed directing.

Results
Picnic’s first recruitment campaign, live in three markets. The Heelys were such a hit that Picnic ordered a new batch to use as a referral reward.

My role
Creative lead, Concept, Art direction, Campaign architecture, On-shoot support, Social footage, Social asset production