Oatly Arrives in New Zealand With an Epic Long-Copy Billboard

A very chatty hello from the Swedish brand

We were just talking about brand voice, and here's a fun example of it—an entertainingly discursive billboard from Oatly, crafted for the brand's arrival in New Zealand, that flouts all the rules of out-of-home advertising. I mean, the damn thing doesn't even end.

Thankfully, they bought a second board that finishes the story—and whose acreage of white space says as much about the brand as the hundreds of typewriter-font words in its sibling do. (As best summed up in a few key sentences from the first ad: "What can we say? We're human. Or as human as a company can be.")

The boards were crafted by art director Björn Lindén and copywriter Ida Backman at Oatly's in-house team in Sweden. They went up at 76 Albert Street and 25 College Hill in Auckland's central business district.

Kevin Lynch, creative director at Oatly, tells Muse: "The brand’s voice is really human, and if you haven’t noticed, a lot of humans tend to drone on. Plus, we figure if we use all the words, some of them will probably sound really smart."

He adds: "If you think we use a lot of words, you should write to our co-worker Mårten, whose email address is buried in the middle of the first billboard. That man is not without wind."

Profile picture for user Tim Nudd
Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.