Instead of finger-wagging lectures about subsidies and carbon footprints, we channeled Oatly's signature quirkiness to help people laugh at the sheer absurdity of our relationship with dairy. (Adults drinking baby cow growth fluid? When you think about it...)

Our solution: "Break Free From the Herd" – a delightfully subversive invitation to question everything, starting with what's in your fridge.

The campaign transformed complex subsidy politics into simple, witty visuals that made critical thinking feel less like homework and more like being in on a really good joke. We didn't just encourage people to switch milk—we inspired them to apply that same healthy skepticism to anything in their lives that doesn't make sense.

By making rebellion feel fun, accessible, and slightly mischievous, we turned environmentalism from a burden into an empowering act of joyful defiance. Because nothing feels better than realizing you can break free from systems that aren't working—especially when doing so tastes this good.

Manifesto Animation Video

Art Director: Zofia Farley