The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Amy Houston | Senior Reporter

November 23, 2023 | 3 min read

The campaign is to promote the vegan brand launching in France.

Oat milk brand Oatly has created an out-of-home (OOH) stunt that sees it hack its own murals.

At first glance, the copy seems fairly vanilla, reading in black and white phrases like ‘Wouldn’t this wall be much nicer with a carton of oat drink?’ and ‘Is this a piece of art or one of those oat drink ads?’.

In a twist, a series of online videos show that the oat drink makers have filmed delivery drivers lining up their wares with a mural to give them a new meaning.

The campaign was made in-house by Oatly’s creative team and has been gaining traction across various social media channels.

“On entering Paris, we learned that commercial walls were only accepted if they were "artfully" done, without products and logos. As we love both art and outdoor advertising, we wanted to honor that when telling the Parisians about our arrival and, at the same time, have some fun with it,” said Oskar Pernefeldt, creative director at Oatly.

“For those who know us, it might be expected that we would do a campaign about our focus on making it easy to switch to a futureproof diet in Paris. But we figured that’s what our products do anyway, and since this is our introduction to France, why don't we just, well, introduce ourselves? I’m sure we’ll get around to talking about the climate in France too, once we have people’s attention.”

Oatly is no stranger to disruptive outdoor advertising tactics. In recent months, the brand has positioned itself as milk’s successor and called for greater transparency on the climate impact of our diets.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Ad of the Day Creative Works

More from Creative

View all