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.

2023 One Show - Film & Video

Normalize It

Agency Oatly Department of Mind Control / Malmö + BR-F / Stockholm

Client Oatly


Online-only Films & Video / Over 60 Seconds - Single

Annual ID


About the Work

Every year, around 160 million liters of cow's milk are served in schools, subsidized by the EU's so-called School Milk Scheme. Encouraging children to consume milk products when their eating habits are being formed. At the same time, the EU has ambitious climate goals, which among other things, must be achieved by increasing the consumption of plant-based food. It doesn't quite add up, does it? The EU might agree it doesn't. They decided to review the regulations for the School Milk Subsidy with the aid of an "open consultation," which could open the possibility of including plant-based drinks in the scheme. The only problem was that so few citizens knew about this process; very likely, even fewer cared. A perfect communication challenge, in other words. We launched the "Normalize it!" campaign to shake things up and start a debate on the issue. The starting point was that children today are forced to pick cow's milk at school – if they want something else, they need to get it themselves. The campaign consisted of several parts, but the film was the core asset. Thanks to it, we broke the ice and started an intensive debate across Europe. (The campaign ran in Sweden, Finland, Germany, Austria, the Netherlands, Belgium and Spain.) The whole thing has resulted in several countries now opening up to include plant-based in the School Milk Subsidies. In the autumn, the EU will hold a vote on the issue. Who knows, maybe one day, our children will get to choose what they want to drink in school.

2023 Awards

Total Points: 3



Internal / In-House Agency

Oatly Department of Mind Control / Malmö

Production Company

BR-F / Stockholm
Papaya Films / Warszawa

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