The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: Oatly
Date: Mar 2022
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Oatly has launched a mini-series of shows in Australia to normalize the conversation around plant-based diets.

The shows, called “The new norm&al show”, contain five episodes between two to five minutes long and feature puppets named Norm and Al trying to adopt a plant-based diet.

The puppets are meant to show that anyone can adopt a plant-based diet and don’t have to give up dairy or meat, or go fully vegan.’

“After trying to help people eat more plant-based with super long Instagram posts, a dorky AFL Grand Final ad, and nonsensical headlines, we’ve now landed on puppets to do the job. The new norm&al show helps us deliver a message that people might normally roll their eyes at, but because it’s puppets, well, who doesn’t like puppets,” said Michael Lee, the creative director at Oatly.

Norm and Al will also be making an appearance through stickers, wobblers, and more in 20 specially selected independent retailers. Through a partnership with Woolworths, the puppets will also be in more than 90% of stores across the country.