Oatly x Minor League Baseball

In 2023 Oatly became the first official oatmilk to sponsor Minor League Baseball. To celebrate this partnership and break out of the norm of simply slapping an Oatly logo around the stadiums and on social, we created a body of work to be featured on and off the field, centered around the novelty bars sold in concessions. The work included:

- An excessively long designation to announce the partnership for in-game and social.
- Inning changeover rituals: The 6th Inning Shrug and 8th Inning Eye-Roll (also animated).
- An "Oatfield" : Awarding free novelty bar samples to a random set of seats if a fly ball landed in a designated zone behind the foul line called "The Original Oatfield".
- Three 15" and one 30” MiLB x Oatly Novelty spots that were featured on the Jumbotron, MiLB's social and Oatly global social.
– A 30" Half A Halftime show in lieu of baseball not traditionally having halftime shows.
– MiLB website takeovers.
– Oatly x MiLB "wallpapers"
– And a sampling tour that hit 35 stadiums over the course of the season to hand out free novelty bars.

Role: Art and Design Director and creative partner to CD.
Creative Director: Eric Routenberg / Sr Designer: Raluca Desa / Director & Photography: Zeke Anders / Producer: Celia Ettinger Riley / Comms Planning, Media and Strategy: Rebecca Mencel / Events Coordinator: Erin Taylor / Project Management and Account Management: Ryan Crane / PR: Mary-Kate Smitherman and Emily Whelahan