The Case

Picnic’s 10-year milestone deserved more than a corporate recap. We created a mini-documentary charting their evolution from ambitious startup to international grocery disruptor, showcasing how 20,000 employees continue driving innovation forward. The documentary serves dual purposes: celebrating achievements with current staff while attracting tomorrow’s talent. 

The Challenge

How to balance chronology with emotion? We needed to translate Picnic’s innovative DNA into a cinematic narrative that avoided corporate video clichés. The documentary had to capture their expansion from Amersfoort to Germany and France while authentically conveying their culture and values. Most importantly, it needed to work both as an internal celebration piece and as an external recruitment tool.

The Insight

Picnic operates like a Formula 1 team – specialists obsessed with finding small improvements that create massive impact. This insight shaped our storytelling approach. We knew it had to be all about the people and small details that shaped big decisions.

The Campaign

Rather than a linear timeline, we created a dynamic story and edit where perspectives build upon each other. Archival footage, playful text treatments, and stylized transitions brought their growth story to life, focusing on the humans behind the brand – from visionary founders to electric vehicle couriers. Through cinematic storytelling that prioritizes people over corporate achievements, we created content that both honors Picnic’s pioneering past and embraces what comes next.

The Results

The documentary celebrated defining moments while remaining forward-looking. It premiered at Picnic’s January kick-off event, where teams gathered to reflect on their journey and future ambitions. The documentary continues to drive recruitment through Picnic’s digital channels.