The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
About the Work
Background
Oatly is a brand known for their creative approach to marketing rule-breaking. They excel in that. Unfortunately, their .com-experience hasn't allowed them to execute the same level of creative freedom online, and consistently across markets. So how do you build a global online presence for a brand that is famous for being consistently inconsistent?
Solution
Creativity first, the heavy tech later. The Oatly Infinite Canvas is a portal into the Oatly world of hard facts, important info, oat milk business and of course – nonsense.
It is a canvas built to serve the every whim and spark the Oatly Department of Mind Control can conjure up – ever-changingly random with a super-gridded system, a highly irregular experience with a clearly boxed in back-end. An experience built for creative freedom, that encourages exploration and just like the brand itself breaks the rules for how marketing “should be done”. A seemingly overwhelming amount of content? NO! (Yes.) Scrolling horizontally? NO! (Yes.) Changing the navigation between the sections? NO! (Yes.) A gigantic hand-cursor easter egg? Why not?
The Oatly Infinite Canvas is a place where a brand that employs full creative freedom in the real world now also can do it online, again and again and again.
Oatly is a brand known for their creative approach to marketing rule-breaking. They excel in that. Unfortunately, their .com-experience hasn't allowed them to execute the same level of creative freedom online, and consistently across markets. So how do you build a global online presence for a brand that is famous for being consistently inconsistent?
Solution
Creativity first, the heavy tech later. The Oatly Infinite Canvas is a portal into the Oatly world of hard facts, important info, oat milk business and of course – nonsense.
It is a canvas built to serve the every whim and spark the Oatly Department of Mind Control can conjure up – ever-changingly random with a super-gridded system, a highly irregular experience with a clearly boxed in back-end. An experience built for creative freedom, that encourages exploration and just like the brand itself breaks the rules for how marketing “should be done”. A seemingly overwhelming amount of content? NO! (Yes.) Scrolling horizontally? NO! (Yes.) Changing the navigation between the sections? NO! (Yes.) A gigantic hand-cursor easter egg? Why not?
The Oatly Infinite Canvas is a place where a brand that employs full creative freedom in the real world now also can do it online, again and again and again.
2022 Awards
Total Points: 3
Merit
Credits
Agency
OKTO / Stockholm
Client / Brand
Oatly Department of Mind Control / Malmö
Copywriter
Maria Timander
Creative Director
Lars Elfman
Martin Ringqvist
Editor
Sarah Wallin
Graphic Designer
Kristoffer Hiller
Strategist
Franziska Engsner
Technical Director
Andreas Fabbe
Client Director
Emanuel Lantz
Digital Design Lead
Andreas Blombäck
Project Lead
Marcus Holmqvist
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