This is a film about a bus stop ad promoting an oat drink. Wait. Now, it’s a film about a boat billboard showing that bus stop ad promoting an oat drink. Oh crap, it’s turned into a Facebook post displaying the boat billboard showing that bus stop ad promoting an oat drink… The chain reaction carries on, through a newspaper ad, TikTok influencer, a hand-painted mural, a mobile truck sign, and an internal meeting to discuss the project. The integrated–campaign–disguised–as–a–single–post was then shared on Instagram.

Social media users didn’t just see Oatly’s Ad in an Ad in an Ad. By viewing it, they literally became the latest part of the idea. The post told the story of a unique integrated campaign, with each execution building off the previous one and forming a chain reaction. Oatly’s role ended with the posting of a single, successful video posted on Instagram. But the chain reaction continued when it was viewed and shared. And now, it's turned into an award show entry. Oh, when will it end?