The Oatly Climate Challenge
Award: Shortlist
Shortlist / Press & Outdoor / Poster Campaigns / 2024
We ran a series of billboards offering free ad space to any dairy company willing to reveal their products’ climate footprint numbers. In the US and UK, we bought pairs of adjacent outdoor ads in high-traffic areas. One side announced Oatly’s climate footprint numbers. The other side challenged the Dairy industry to show theirs. A QR code linked to a website for Dairy executives to apply for the free ad space. Upon vetting their applications, Oatly would pay for future ads to proudly showcase our dairy frenemies’ numbers alongside ours. Guess how many dairy companies took us up on it? None!
