Oatly gets real. Always. Its tone of voice is unerringly human. Its OOH advertising tasks to its audience, never talks at its audience. But lately, it has been creating triumphs in other advertising ways.
In October, it launched a video that was essentially ten ads for the price of one – an ad, in an ad, in an ad…and so on. In mid-December, the brand took over a Wall Street subway station with its posters. Most New Yorkers were on holidays, which led to the second phase of the campaign. Oatly amended its posters – by writing on top of them – to let people know they’d missed the campaign while they were enjoying time off. The text simply read: While you were away for the holidays, this ad ran here. Could anyone resist trying to read the ad beneath?
For those who missed the October fun here is the video, which features Oatly’s creative director, Michael Lee, reading out a summary of the campaign to art director, Oskar Pernefeldt:
The full campaign included social media posts, a billboard, a truck ad and a street mural.
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