OATLY IN PARIS

About the Work When preparing our first campaign in France, we learned that the city of Paris only accepts murals from brands if they are ‘artistically’ made and don’t feature products or company logos. It’s important to follow the rules, we thought to ourselves, but we also wanted to give the Parisians a proper introduction to Oatly as a norm-challenging brand. Local artists hand-painted Oatly packages in anamorphic perspectives on a pallet with boxes, a porta-potty, and a van. The objects with distorted pictures were then placed in front of walls with our messages spray painted on them. Creating the illusion of a complete mural with the product either complementing the message or altering it when pedestrians suddenly ended up at the right angle, stopping them in their tracks. Naturally, we wanted to make sure people outside of Paris got to experience the illusion, so we documented the placement of the objects and uploaded the film to social media. It quickly became our most shared, liked, and commented posts to date, or as brands put it, the walls went viral, and sales in France boosted to 28% over the average of the three months preceding.