The Oatly campaign created by the company itself avoids the legal limitations of the French capital.
If there is something that describes advertising and the creation of ideas, it is ingenuity. Creatives are constantly creating and exceeding expectations time and time again. At the same time, advertising regulations are increasingly expanding to make uncontrolled dissemination more restrictive.
A clear example is the legal limitations that Paris has regarding advertising on walls and murals. The rule says that these urban spaces are not for advertising but must be made in an artistic way. Now, the Oatly brand, which produces dairy alternatives from oats, has gone viral for its ingenious way of getting around these limitations.
The Oatly campaign that took place in Paris was developed internally by the company. In the French capital, the rules are very strict regarding advertising on walls and facades. These spaces are available for art but not for placing product images or logos; That is, you cannot advertise.
To get around this prohibition, the brand has developed an ingenious action that has gone viral on social media. The initial campaign consisted of painting murals with innocuous phrases that did not refer to any brand or product. Messages like “Wouldn’t this wall be much prettier with an oat drink container?” or “Is this an artistic work or one of those oat drink advertisements?” challenged Parisian laws.
To complete the work, the brand recorded some videos where different delivery drivers placed their vehicles in front of the murals. The optical effect of the mural and the labeled van achieved a complete advertisement of the product, the packaging and the brand logo.
According to Oskar Pernefeldt, Creative Director of Oatly, in a statement: “We love art and outdoor advertising equally, we wanted to pay tribute to both by communicating to Parisians about our arrival on the market and, at the same time, having a little fun with that.”
The brand, for its part, said: “By combining pop art’s love of commercial objects, contemporary graffiti and moving sculptures, we have been able to transform almost all modern art movements to sell an oat drink. We suppose that this can only be described as a work of art.”
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