Picnic | International Picnic Day Experience
CAMPAIGN CONCEPT, UI, ILLUSTRATION, MOTION
Figma, Photoshop, Illustrator & After Effects
Figma, Photoshop, Illustrator & After Effects
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 filled with games, playlists, recipes, and other ways to explore Picnic.
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 picnic blanket, where objects across the scene opened into games, tools, and content.
Explore the blanket
Each object opened into a different activity, from playlists and drink recipes to a Picnic-themed Wordle and PTO generator. Order Lunch connected the campaign directly to Picnic’s ordering experience.
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
Players could share their scores across social, with limited Picnic merch going to the first 50 participants who shared.
Bringing people in
The campaign was promoted through Picnic’s ordering experience, email, and social channels, driving people 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 connect sharing more directly to gameplay and track individual interactions more closely.
The same format could also be adapted for other cultural moments throughout the year.
