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.

2022 One Show - Interactive, Online & Mobile

An Ad In An Ad In An Ad

Agency Oatly Department of Mind Control / Malmö + Rochefort / Amsterdam

Client Oatly


Online & Mobile Video / Online-only Video - Single

Annual ID


About the Work

Integrated campaigns can be difficult. One person might see the newspaper ad and hand-painted mural; another might see the billboard and Tik Tok influencer video. If only there was way to guarantee people see each component… Wait, what? There is?!? So you’re telling me people will see it all if you build an integrated campaign where every execution builds off the previous one, creating a chain reaction that can be captured in a remarkably-viewed video which can then be transformed into a single social media post? Who knew?

2022 Awards

Total Points: 3



Internal / In-House Agency

Oatly Department of Mind Control / Malmö

Production Company

Rochefort / Amsterdam

Art Director

Oskar Pernefeldt

Creative Director

Kevin Lynch


Roché Wong

Director of Photography

Seretse Fulani

Graphic Designer

Isabel de Jounge

Social Media Manager

Emma Bratthäll

Marketing Manager

Steven Tol

Project Manager

Jennie Östholm
Josefine Nordgren

Barista Market Developer Lead

Marieke Scholten

Community Manager

Julia Kemp

Creative & Strategic Director

Michael Lee

Global Media Director

Sarah Sutton

Media Strategist

Juliana Amaral

PR Manager

Linnea Nordström

Production Manager

Lisen Axelsson

Project Manager Social Media

Anni Tjebbes

Social Media & Commercial Project Manager

Sara Hansson


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