The Challenge:
To create a campaign that convinces people that Oatly is a healthier and more delicious alternative to milk.
The Solution:
Growing up, we have always learned that milk is good for us. However, it is just one of the many 'white lies' we've been told. Oatly is honest and heavily relies on copy-based advertising. Through this copy-led campaign, I wanted to bring out the transparent nature of the brand by using relatable examples of 'white lies'.
48 Sheet Billboard Advert
Adshel Advert
Magazine Advert
Instagram 'Game Filter' by Oatly that randomly reveals relatable 'white lies' people say. This would be shared amongst friends on social media or put on Instagram stories increasing organic traction on social media.
Oatly Pop-Up Café for people to experience the drink and how it can be consumed in a diverse range of drinks
Oatly Coasters in Coffee Shops