The Malmö Oat Milkers

How do you introduce Oatly to half a million Americans and make some new fans? By creating a baseball team. Over the course of 2 seasons, every team of the Minor Leagues played one game per season dressed as the Malmö Oat Milkers (totaling 240 games). The breadth of work is too enormous to eloquently sum it up in to a paragraph so here’s a list: Uniform design, web design, social assets, pre-promotion, in game videos, in game animations, game day activations (first carton pitch, trivia, VIP seat swap, sign a contract to be an oat milker, fan swag, and Wow No Cow walkout music), stadium billboards, concession signage, team toolkit assets, a halftime show and more.

It was a lot. In the meantime, below you’ll find some videos and a few photos. Enjoy!

Role: Creative and Design Director partnered with the Creative Director, Eric Routenberg.
Design & Production: Raluca Desa & Maeve Hanlon

Awards & Recognition
The One Show Bronze Pencil: Brand-Side Experiential / Immersive / Events