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Category
Murals
Annual ID
OS24_OH008G
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.
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.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Brand-Side / In-House Agency
Oatly Department of Mind Control / Malmö
Media Agency
Billups / London
Production Company
Avenue / Paris
Copywriter
Mårten Vennelin
Creative Director
Oskar Pernefeldt
Executive Creative Director
Martin Ringqvist
Graphic Designer
Kristoffer Hiller
Client Strategy Director
Jonathan Everaer
Global Design Director
Lars Elfman
Media Strategy Director
Gael Gueye
Brand Director, France & Southern Europe
Iggy Diez
Brand Lead France
Elise Prigent
Creative Project Lead
Anna Häggström
Director of Public Relations EMEA
Erica Wigge
Global Media Manager
Catalina Östrell
Magda Szmilewska
Head of Production
Maxime Girard
Head of Street Productions
Laurent Roussel
Managing Director
Andrew Brunton
Media Operations Director
Laetitia Clisson
Production Manager
Lisen Axelsson
Social Content Planning Lead
Anni Tjebbes
Street Artist
Alexandre de Girardier
Kevin Beck
Nicolas Ivon
Thomas Mestre
Vincent Ambec
Street Team
Mehdi Dalodiere
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