Oatly x The Brooklyn Half Marathon

Unless you’re a dedicated marathoner, you probably didn’t know the Dairy Industrial Complex has been sponsoring marathons since 2022, positioning cow juice as a “recovery drink” for runners. So when Oatly determined its Barista and Original oatmilks have half the climate impact of dairy milk, I had an idea: Oatly should sponsor half marathons. And sponsor the heck out of one Oatly did. Or take it over completely, depending on your pov. IRL activation with social-first content capture.

 
 

The whole thing in widescreen YT version

Director: Me + Abigail Hogue

Or if you prefer the 9:16 experience

 

Toks of course

 
 

The race featured Oatly pace runners at half-minute paces:

 

At the half-marathon’s halfway point, an Oatly Halftime Show:

 

And the Better Halfs Refreshment Station for spectators:

 

At the finish, the Oatly Half-a-Finish-Area:

 

Giving out half-a-gym bags and half-a-smoothies:

 

And on the other side: half-a-lounge area for runners