Picnic | International Picnic Day Experience
CAMPAIGN CONCEPT, UI DESIGN, Illustration, Motion Design, Global EMAIL, paid social, MERCH
Figma, Photoshop, Illustrator & After Effects
CHATGPT & GOOGLE GEMINI
International Picnic Day gave Picnic an opportunity to build a larger brand moment around the holiday. The campaign centered on an interactive digital picnic blanket featuring games, playlists, recipes, and a merch giveaway that encouraged sharing, supported by email and social promotion. 
10K+ email opens  2065 unique clicks  600+ game submissions  359 Order Lunch clicks
From physical to digital
Early ideas explored physical ways to celebrate International Picnic Day, but the timeline and budget made a physical activation impractical. The concept shifted to a digital experience built around an interactive picnic blanket, where different objects led to games, tools, and content.
The picnic blanket scene began with a stock photograph, which was extended and transformed with AI, then further art-directed and edited for the final campaign.​​​​​​​
Explore the blanket
Each object opened into a different activity, from playlists and drink recipes to a Picnic-themed Wordle and PTO generator.
The experience also connected back to Picnic’s core product through Order Lunch.
Smush all ants
Animated ants were hidden throughout the blanket, turning exploration into a timed game. Players raced to find them all, submitted their time to the leaderboard, and could share their score to social.
600+ Ant Game submissions
Play, share, win
Sharing a score gave participants a chance to receive limited Picnic merch, adding another incentive to participate and pass the game along.
Bringing people in
The campaign was promoted through Picnic’s ordering experience, email, and social channels, driving traffic back to the digital blanket.
1,502 email clicks   413 in-product banner clicks 
97 social clicks

Building on the idea
International Picnic Day created a format that could return with new games, content, prizes, and partnerships each year. A future version could also connect sharing more directly to gameplay and track individual interactions more closely.
The same format could be adapted for other cultural moments throughout the year.
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