When Swedish vegan food brand Oatly came to Cannes Lions in 2019 espousing the effectiveness of erasing their marketing department, it could have turned a lot of people off. But what Creative Directors John Schoolcraft and Martin Rinqvist laid out was, that by putting creatives at the centre of a brand, obstacles which can often block the most creative work from happening, begin to fade away.

What that meant for Oatly was that creativity became inherent to almost every single part of their brand, pushing resourcefulness to the max, making use of every inch of their packaging as a way of communicating with their customers, and even getting their CEO to perform a jingle… on his own… in the middle of a field… in the rain.