Video screenshot via Oatly
Oatly is serving up a gallon of creativity to adapt to Parisian advertising regulations, marking its entrance into the French market.
At first sight, the oat milk brand’s murals display seemingly simple black-and-white text, posing questions like, “Wouldn’t this wall be much nicer with a carton of oat drink?”, “Is this a piece of art or one of those oat drink ads?” and “This piece of art is here to tell you we know that ads are not appreciated here!”.
However, these installations take on another dimension in a series of online videos, where delivery drivers strategically align Oatly products with the murals, creating an intriguing forced perspective effect.
Oatly’s in-house creative team decided to milk the most out of the city’s strict commercial advertising rules that mandate commercial walls to be “artfully” executed, without overt product displays or logos. This unprecedented move allowed it to introduce itself to the French palate in an engaging and memorable way.
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To brew this campaign, Oatly says it “paid a person with a master’s degree in Art History” to help convert its billboards into, objectively, art. The resulting creations interweave various art movements like Dadaism, pop art, modern graffiti, and Neo-conceptualism.
“By combining the Dadaist readymade and the Pop-art fondness for commercial objects, with modern day graffiti and moving sculptures, and then going full circle by borrowing the Neo-conceptualist use of text but turning it into an ad, the creators have managed to turn almost all the movements spawned by late modernism into a sacrilegious joke to sell oat drink,” the brand details. “It can only be described as a form of art, I guess.”
Confident that its “hacking” stunt will be in-grained in the minds of the French public, Oatly concludes, “See, we’re artists now.”
[via Oatly, The Drum, Elise Prigent, videos and cover image via Oatly]
by rrollins
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