Oat drink company Oatly has commissioned not one, but two billboards to say everything about their arrival in New Zealand: possibly the wordiest, stupidest billboards ever.
The billboards, located on 76 Albert Street (on the corner of Kingston Street) and 25 College Hill in Auckland CBD reveal several hidden messages about Oatly’s launch in New Zealand – from a link to their sustainability reportwhich outlines their mission to drive a systemic shift toward a sustainable, resilient food system that empowers people to choose solutions that improve their lives, to a giveaway of fifty free oat flat whites a day for anyone who notices the billboards.
Speaking about the campaign, Kevin Lynch, creative cirector at Oatly’s award-winning internal agency, Oatly Department of Mind Control (ODMC), said, “we realise billboards are supposed to be short and to the point. We also realise following rules is not one of our core competencies.”
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