Oatly X Minor League Baseball
Why just sponsor a pro sports team when you can create one? Introducing the 121st team of MiLB, The Malmö Oat Milkers. Partnering with the league in a multi-year deal, I named the team (from Malmö, Sweden—Oatly HQ), wrote and produced every creative execution in every channel (video, social, experiential, digital, etc.) as well as conceived the IRL activations for Oat Milkers game days. Full world-building. Now in their 2nd season, the team’s become a legit fan favorite. Slam dunk!
2025 One Show Pencil | Experiential / Immersive / Events
The short story (if you like case study videos):
The full story, starting with a live launch on MLB Tonight:
Custom jumbotron & YouTube baseball-contextual vids
Then came 6 mos. of unhinged game days:
With in-game activations designed to amuse
For every Oat Milkers game’s ceremonial First Pitch, a fan threw out an 11oz. Oatly carton received a limited edition 1 of 120 official Malmö Oat Milkers game ball. Signed by the MLB commissioner and everything.
Every stadium has VIP seats. But at Oat Milkers games, four fans were randomly chosen to win Oatly’s VIP (Very Important Product) Seats, while the Oatly cartons went to the fans’ less amaazing , less VIP seats.
Each game, one lucky fan got to sing an overly long contract to be an Oat Milker for that game. Position: Stands Fielder.
A random section of 50 people was chosen every game to be the Oat Milkers Fan Section: O.M. hats, rally towels, banners, foam fingers and a limited edition deck of Oat Milkers baseball cards playing cards.
The Oat Milkers Fan Section collectibles in all their glorious detail.
Can’t forget some obligatory-slash-infamous Oatly OOH
The Oatfield: a free-Oatly-treats-for-fans machine
Whenever a batter hits a foul ball that rolls over or lands in the Oatfield, a random fan section wins free Oatly non-dairy ice cream bars.