Şişecam Launches a New Era in B2B Communication with Its Award-Winning Project "Poetry of the Factory"

As the only global company operating in all key areas of glass, Şişecam demonstrates that industrial production can be showcased in an inspiring, attention‑grabbing, and emotionally engaging way by blending it with artistic expression.

Ten Films, Ten Genres, Ten Stories

The "Poetry of the Factory" video series consists of ten short films that narrate different stages of production at Şişecam's glass packaging and flat glass factories. Instead of explaining technical processes, these videos transform production into creative and captivating content. Each stage is presented through a different musical genre and narrative style, providing a poetic perspective on glass production.

For example, the three-step molding process of bottle production is conveyed through the waltz rhythm under the title “The Waltz of Air and Flame.” The raw materials that make up glass—sand, limestone, soda ash, and dolomite—face off in a rap duel, with sand declaring itself "the silica king," while the others respond, "you can’t even melt without us." A bottle that fails quality control tells its own story in a proud but accepting tone. When flat glass panes leave the factory, they sing a folk song: “Wherever I go, I will be the first to face their light and rain…” Robot cranes and glass sheets meet in a romantic duet, adding unexpected emotion to the production line.

In this series, each video approaches the glass production process from a different perspective, adding an artistic dimension to industrial content with its unique genre and narrative style.

Creative Collaboration with Artificial Intelligence

One of the most remarkable aspects of the project is the role of artificial intelligence in the creative process. Song lyrics, monologues, and music compositions were developed with the support of artificial intelligence. This approach demonstrates how technology can collaborate with creative teams to add value to content production.

Low Budget, High Impact

All the filming was carried out by just two people using mobile phones. Instead of large production teams, a flexible and agile method was preferred, creating high impact with a low budget.

First B2B Artist on Spotify

The original music produced for the project, due to the intense interest it garnered, was released as an album on Spotify. This made Şişecam the first B2B brand to produce original content on digital music platforms.

Strong Results

"Poetry of the Factory" exceeded typical B2B content performance on social media by far. Compared to average metrics, the project achieved:

• 3 times more likes 
• 6 times more comments 
• 4.5 times more shares 

Award-Winning Success

The project received multiple awards across different platforms.

At the MIXX Awards:

• 3 Gold: Series Video Ads, Vertical Videos, and B2B Campaigns 
• 2 Bronze: Campaigns Using Generative Artificial Intelligence and Digital Audio Campaigns 

The project also won 2 awards at the MarTech Awards in the following categories:

• Sectoral Category: Best Use of Technology in B2B 
• AI by New Generation Category: AI-Powered Creative Content Production

The Future of B2B Content

With this project, Şişecam shows that industrial processes have not only a technical side but also an inspiring and poetic dimension. "Poetry of the Factory" stands as a powerful example of the future of content creation in B2B communication.

Film Links – Instagram 

Glass Packaging 

https://www.instagram.com/s/aGlnaGxpZ2h0OjE4MDEwNjE1ODA4NjcyNDcy?story_media_id=3795446084521497056&igsh=dGh4OG5xc2p3c2Rq

Flat Glass

https://www.instagram.com/s/aGlnaGxpZ2h0OjE4MTQ5ODE3MTMzNDUzMjkw?story_media_id=3801239052540768044&igsh=YTZhNjRhdWE5cjZy