Oatly's Upside-Down Approach to Saving the World

CCO John Schoolcraft and company go deep to stop you from killing the planet

John Schoolcraft learned copywriting the old-fashioned way—by writing the entire 1997 Ikea catalog, by his estimation, 15 times. That instilled in him the fundamentals, and as Oatly's chief creative officer, John continues to preach the value of doggedness and going deeper into a project than you thought possible. Combine that with a healthy disdain for best practices—he prefers looking at things upside-down (sometimes literally)—and a grand vision for saving the planet, and you have a recipe for some potent creativity indeed.

On Brand is our regular video interview series with CMOs and other top brand leaders. For more about the show, or to take part in the series, please get in touch.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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