Mural advertising oatly
For Oatly's international misfit campaign we painted this mural on our own advertising wall on the Slatuinenweg in Amsterdam. A gable of roughly 8 by 6 metres, fully hand-painted by Roy Valk (Karski), in collaboration with Raul&Rigel.
The Slatuinenweg is one of our two own, fully permitted advertising walls. A gable of roughly 8 by 6 metres in Amsterdam-West, on a spot passed daily by pedestrians, cyclists and car traffic. Because the wall is already permitted, brands have nothing to arrange: deliver the artwork, give the green light, and the campaign is up within a week.
Oatly is known for advertising that refuses to take itself seriously. The campaign we put on this wall is the textbook example: a tennis player in Wimbledon whites reads a newspaper full of Oatly ads, next to a copy block that dryly describes what you're looking at. An ad about advertising, exactly the tone that makes the brand stand out worldwide.
That concept only works if the execution holds up. Every newspaper page, every typeface and every detail in the kit bag, down to the carton of oat drink, was painted by hand. No print, no canvas, just paint on brick.
Once again, the painting itself turned out to be the strongest part of the campaign.
The aftermovie shows passers-by stopping, watching and filming for days as the mural takes shape layer by layer. That's the difference with a billboard: a pasted poster simply appears, a painted wall draws attention before it's even finished.
Want your own campaign on this wall? The Slatuinenweg can be booked per month, just like our second advertising wall on the West-Kruiskade in Rotterdam. Email or call +31 6 170 68 300 for availability.
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