In the ever-growing CO2 emission worry, Swedish oat drink specialists Oatly have unveiled a new campaign ‘Ditch Milk’ in an attempt to encourage baristas and the general public to switch to think twice when ordering their morning coffee at the London Coffee festival.

To hammer home this message the £250k OOH campaign has peppered Shoreditch with a mix of murals, posters, banners, billboards and digital displays, all supported by an accompanying print campaign in Time Out, Foodism, Caffeine magazine and The London Evening Standard.

Throughout the event, Oatly will hand out thousands of free cups of coffee from its Boxpark pop-up, with customers offered exclusive merchandise in return for pledging to go dairy free for 72 hours.

Via: The Drum