Help Dad
Award: Shortlist
Shortlist / Press & Outdoor / Press Adverts / 2021
With research revealing that middle-aged men are the least likely segment of society to adopt a plant-based lifestyle, Oatly launched an effort designed to help teenagers talk to their dads about eating and drinking more sustainably. Print ads worked as a central piece in the integrated campaign, aiming to address (and engage) both parties. The ads ended on a note to dig deeper at help-dad.com: a website featuring tips, stats, rhetorical advice, and more – all in aid of giving the teenager the upper hand for future dinner-table debates.
