Mølk’s 2021 DOOH launch campaign, originating from Frankfurt’s vibrant startup scene, challenges the conventional norms of advertising. By disrupting established patterns, it aims to be more memorable than conformist approaches. This visually striking campaign features a monumental Barista oat milk packaging plunging into a sea of liquid oats and a diverse cascade of oat milk products, alluding to postmodern food industry imagery, all while breaking free from the expected clichés of advertising.

Agency: New Aesthetics GmbH, Creative Director: Maximilian Helldörfer, Design: Vincent Grabowski, 3D Artist: Nikolas Hansmann, Score: Felix Dreiser.