Concept and Creative Direction for Oatly’s Climate Footprint Challenge. In this small, but mighty campaign, we challenged the dairy industry to be transparent about their (detrimental) climate footprint by offering to pay for high impact media buys in NYT, LA Times and prominent OOH in NY and LA.
Oatly Department of Mind Control / Role: Creative Director
“The campaign is brilliant in its simplicity: Rather than overtly making any statements or accusations against dairy, their tactic is a (seemingly) simple call for transparency. ”
The print and OOH included a QR code that directed to an application for dairy companies to take us on our offer. With “Just 68 easy questions and 4 short-form essays",” this application served to show the rigorous process that Oatly went through to get their own Climate Footprint calculated.
