Oatly's cake and custard conundrum

A rapper and an oat drink might seem like an unlikely collaboration, but we think this stylish campaign featuring British songwriter Giggs and dairy-free brand Oatly works as well as cake and custard. 

The initiative, created by PRETTYBIRD and directed by Kelvin Jones, came about when Giggs, who is lactose intolerant, approached the Swedish company to share his frustration with the lack of shelf space given to dairy-free alternatives, after he struggled to find his favourite Oatly Vanilla Custard in supermarkets.  

This interaction led to the fun series of Custard by Giggs films, each depicting different entertaining scenarios with the rapper starring as a bake shop owner in South London.  

Director Kelvin Jones said: "It’s rare to see Giggs lend his face to a brand, so we wanted these films to make this drop feel exclusive and also bring out a side of Giggs the world doesn’t see. Giggs has a big personality, so by combining this with the community feeling of bakeshops and the taste of Oatly Custard – we crafted films that build mouthwatering anticipation whilst calling for dairy-free foods like Oatly Custard to be much more widely available, given the prevalence of lactose intolerance in our community."