ALL POINTS EAST

The Brief in Brief

Oatly’s ‘On The Rocks’ campaign was all about the future of taste experiences, launching their first Lookbook of drink recipes covering matcha, cold brews and every infusion in-between. For All Points East Festival, they asked us to deliver a standout activation where sun-soaked music fans could get refreshed, while nodding to the buzz of their London Coffee Festival takeover and introducing the new Oatly Matcha Latte oat drink.

What We Did

We designed and built an unmissable 20ft container bar, decked in bold green gradients and framed by a chill-out zone with branded deckchairs and shade. Across six high-energy days at All Points East, Oatly served three full-size drinks made with their Matcha Latte oat drink; Blueberry & Lavender Matcha, Dirty Matcha, and Strawberry Matcha Slushie. To keep things cool, we installed a slushie machine and created an ‘Ice Cube POV Experience’ walk-through activation to really keep it chilled.

Why It Worked

Over 10,500 iced matcha drinks were sampled to festivalgoers, building hype and shifting perceptions. Oatly’s bold, playful presence anchored them at the heart of the APE experience, cool, and culturally relevant. The result? A refreshingly original take on festival sampling, delivered with impact and oat-powered flair.