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.
Learn more about The One Show 2026
About the Work
Oatly has been through quite a few shitstorms over the years. This shouldn't come as a surprise to anyone trying to create change – especially when it's done in a way that your fans don't always agree with. So what do you do then? Ducking and trying to sweep it under the rug? That's not really us. We like discussions and friction. It moves us forward. When the last storm blew over, we realized that all those difficult decisions we've made over the years, which we've stood up for and defended, say as much about us as a company as our fairly braggy website. If not more. So then, we created an alternative website: Fckoatly.com. We vacuumed the web for comments, hate, questions, and answers about everything, from how we could accept money from American venture capitalists to why we give our oat residues to pigs. Now, all the haters can find everything that's 'wrong' about Oatly in one place. At the same time, we made it easier for journalists to read up on the hot topics and how we chose to answer them. Last but not least, the site is a great tool for our community managers in their discussions with consumers (and quite often non-consumers). Basically, it's about taking ownership of the narrative. About showing that we don't do what others think is correct but what we believe is the long-term best way to create change. About showing who we are and what we stand for.
2024 Awards
Total Points: 3
Merit
Credits
Brand-Side / In-House Agency
Oatly Department of Mind Control / Malmö
Chief Creative Officer
John Schoolcraft
Copywriter
Mårten Vennelin
Executive Creative Director
Martin Ringqvist
Assistant Design Director
Christian Sundén
Digital Designer
Katri Hansson
Andreas Blombäck
Global Digital Experience Lead
Marcus Holmqvist
Global Editorial Director
Jeremy Elias
Media Strategist
Sheena Pun
Senior Vice President Corporate Communications
Adam Davis
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