Oatly is a Swedish company that makes drinks from oats – and nothing else.
Agency Forsman & Bodenfors, the Volvo ‘Epic Split’ brigade, must have been on a reduced budget this time because its new campaign for Oatly ‘milk’ just features a bloke singing ‘Wow No Cow’ in a field. One Toni Petersson who’s also the CEO and songwriter. So extra savings.
Petersson says: “When they first told me they wanted me to sing a song in an oat field I seriously thought they were kidding. How could that ever work to tell our story? I didn’t originally have time to write a song so they wrote one for me and I really hated it – don’t they think I have any creative integrity? So I wrote something I felt I could put my name on and then went out in the middle of the oat field with a synth from the 80s and tried to play it.”
Reminds you of Wieden+Kennedy’s best stuff out of Portland.