Oat Milk Campaign Q2 2022
The "advertising" is now ubiquitous. We are inundated in our daily environment by an incredible flood of attention-seeking information that needs to be understood and processed. "Content" is the normal state of a modern, Western society, whereby "non-sense" content embodies the pure caricature of it.
The first campaign of the young Frankfurt start-up Mølk connects precisely with this visual language: the idea was to disrupt the barriers between sensory perception and logical understanding. What clichés does conventional advertising use? What stylistic devices are employed? The oat drink company wanted to consciously take new paths, as breaking patterns seems more memorable than catering to what is already known and expected. The "disruptive" connection between inside and outside serves as a clear guiding principle: we see a monumental Mølk package – the hero product _Barista_ – plunging from nowhere into a sea of liquid oats and being pulled down by it, while the advertising medium fills up completely. Another motif shows a mixed variety of incoming oat drinks – Pure and Barista – under which the glass of the medium is about to burst. In doing so, the campaign plays with already familiar, postmodern imagery from renowned role models in the Food & Beverage industry, which have already utilized oversized, seemingly cheerful, airborne ingredients.
The caricaturing visuals see their City Lights as three-dimensional objects and showcase their colorful interiors. Through this resolution of inside and outside – where the traditional observer only looks at a two-dimensional panel – the penetration of the new Mølk cosmos is to be promoted, which is depicted not only through a comprehensible level but also through an experiential level. The falling of the Mølk packages and the breaking of the screen trigger sensory stimuli that are meant to irritate, awaken, and astonish. The screens become vending machines that carry the spectacle within themselves. Each medium serves as a spatial body; a promising gate that points into the Mølk universe: Here, too, physics and gravity prevail, only everything is a little more beautiful and colorful. An idealized metaworld in pink and creamy oat tones.
Credits:
- Agency: New Aesthetics GmbH
- Creative Director: Maximilian Helldörfer
- Design: Vincent Grabowski
- 3D Artist: Nikolas Hansmann
- Score: Felix Dreiser