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

With its “Poetry of the Factory” project, which won a total of seven awards at the MIXX and MarTech Awards, Şişecam has introduced an innovative approach to B2B communication. As the only global company operating in all key areas of glass, Şişecam demonstrates that industrial production can be showcased in an inspiring, attentiongrabbing, 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 AudioCampaigns

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 : www.instagram.com

Flat Glass : www.instagram.com

About Şişecam

Şişecam is a story of progress…

Founded in 1935 by İş Bankası with the vision, Şişecam was established to build Türkiye’s glass industry. Over the decades, Şişecam has grown from a local initiative into a global player in glass and chemicals.

As the only global company operating in all core areas of glass production, Şişecam is one of the world’s top five producers in its sectors.

Şişecam operates across four continents and 13 countries, including Türkiye, Italy, Bulgaria, Romania, Slovakia, Hungary, Bosnia and Herzegovina, Russia, Georgia, Ukraine, Egypt, India, and the United States. Şişecam plays a pioneering role in flat glass, glassware, glass packaging, chemicals, auto glass, glass fiber, mining, energy, and recycling industries. By placing innovation and technology at the core of its operations, Şişecam delivers its products to customers in over 150 countries through its robust supply chain.

Şişecam makes a meaningful difference in its industries with 90 years of expertise, a skilled workforce, and the use of smart technologies. Supported by approximately 23,000 employees, Şişecam is steadily advancing toward its goal of becoming one of the top three global producers in its core industries.

With its CareForNext strategy, Şişecam works to ensure the sustainability of the glass and chemicals industries from the perspectives of protecting the planet, empowering communities, and transforming lives in line with the United Nations Sustainable Development Goals.

Şişecam is pursuing a better future through technology and innovation and continues its story of progress together with its entire ecosystem.

Website: www.sisecam.com