Oatly, the popular oat milk brand, is making waves in the advertising world yet again with its latest out-of-home (OOH) campaign in France. This time, they have taken a creative approach by hacking their own murals to grab the attention of passersby. By cleverly blending art and advertising, Oatly aims to make a memorable impact as it introduces itself to the French market.
Incorporating Art and Advertising in an Innovative Way
At first glance, these murals may appear ordinary, with black and white phrases asking thought-provoking questions such as, “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?”. However, Oatly takes it a step further by shooting a series of online videos that reveal the hidden meaning behind these murals. Delivery drivers are seen aligning Oatly products with the artwork, transforming the murals into interactive displays.
Creativity at the Heart of Oatly’s In-House Campaign
The entire campaign was conceptualized and executed in-house by Oatly’s creative team. With a strong presence on various social media platforms, the campaign has been gaining traction and engaging audiences across the internet. Oskar Pernefeldt, the creative director at Oatly, explains the rationale behind this unique approach: “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.”
A Different Approach to Veganism
Oatly’s disruptive outdoor advertising tactics are not new. In recent months, the brand has positioned itself as the alternative to traditional milk, advocating for greater transparency regarding the climate impact of our diets. Instead of simply focusing on the benefits of their products, Oatly aims to create a conversation around sustainable food choices and the importance of a future-proof diet.
Connecting with the French Market
As Oatly introduces itself to the French market, it takes a refreshing approach by prioritizing engagement and connection over product-centric marketing. While the brand’s products already speak for themselves in terms of their positive impact on the environment, Oatly wants to establish a deeper connection with the French audience. By embracing creativity and humor, they hope to capture the attention of the locals and spark conversations about climate change and sustainable living.
Oatly’s Journey Towards a Sustainable Future
Oatly’s commitment to sustainability is not limited to its advertising campaigns. The brand has a strong focus on making it easy for individuals to transition to a future-proof diet. By providing a delicious and nutritious oat-based alternative to traditional dairy products, Oatly empowers consumers to make environmentally conscious choices without compromising on taste or quality.
Building a Reputation for Bold Advertising
This latest campaign is another example of Oatly’s bold and disruptive advertising strategy. The brand has successfully carved out a unique identity in the market by challenging the status quo and redefining traditional marketing approaches. Oatly’s willingness to think outside the box and experiment with unconventional ideas has resonated with consumers worldwide, making it a standout player in the plant-based food industry.
Looking Ahead: Oatly’s Impact on the Advertising Landscape
Oatly’s creative outdoor advertising stunts have not only captured the attention of consumers but have also inspired other brands to think differently about their own marketing strategies. By merging art and advertising, Oatly has demonstrated the power of creativity in capturing and engaging audiences in an increasingly crowded marketplace.
As the brand continues to expand its reach, it will be exciting to see how Oatly pushes the boundaries of advertising and continues to make a positive impact on the planet. With their innovative and thought-provoking campaigns, Oatly is not just selling oat milk; they are igniting conversations and inspiring change.
See first source: The Drum
Q1: What is Oatly’s latest out-of-home (OOH) campaign in France all about?
A1: Oatly’s latest OOH campaign in France combines art and advertising in a creative way to grab the attention of passersby. They have “hacked” their own murals, initially appearing as ordinary black and white phrases, to create interactive displays when aligned with Oatly products.
Q2: What are some examples of the thought-provoking questions featured in Oatly’s murals?
A2: Oatly’s murals include questions 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?” These questions engage viewers and invite them to think about the relationship between art and advertising.
Q3: Who was responsible for conceptualizing and executing this campaign?
A3: Oatly’s creative team conceptualized and executed the entire campaign in-house. Their goal was to align with the artistic spirit of Paris while introducing themselves to the French market in a unique and engaging way.
Q4: What is Oatly’s approach to advertising, particularly in recent months?
A4: Oatly’s advertising approach focuses on being disruptive and advocating for transparency regarding the climate impact of diets. They aim to create conversations around sustainable food choices rather than just promoting their products.
Q5: How does Oatly plan to connect with the French market through this campaign?
A5: Oatly aims to connect with the French audience by prioritizing engagement and connection over product-centric marketing. They use creativity and humor to capture the attention of locals and spark conversations about climate change and sustainable living.
Q6: What is Oatly’s commitment to sustainability beyond advertising?
A6: Oatly is committed to sustainability in its products and messaging. They provide oat-based alternatives to traditional dairy products, making it easier for consumers to choose environmentally conscious options without sacrificing taste or quality.
Q7: How has Oatly built a reputation for bold advertising?
A7: Oatly’s bold and disruptive advertising strategy challenges traditional marketing approaches. Their willingness to think outside the box and experiment with unconventional ideas has resonated with consumers, making them a standout player in the plant-based food industry.
Q8: What impact has Oatly’s creative advertising had on the advertising landscape?
A8: Oatly’s creative outdoor advertising has not only captured consumer attention but has also inspired other brands to think differently about their marketing strategies. By merging art and advertising, Oatly has shown the power of creativity in engaging audiences in a competitive marketplace.
Featured Image Credit: Photo by Anita Jankovic; Unsplash – Thank you!