Oak: Next of kin

Oak kills hungrythirsty dead.
Then informs its next of kin via text.

The campaign sets up Oak as the perfect solution to "hungrythirsty", the state of weak indecision when you’re a little bit hungry and a little bit thirsty but can’t decide what to do about it. Oak is the only flavoured milk that can hit the "hungrythirsty" spot because it hasn’t been watered down or compromised to fit in with trends, fads or societal pressure.

Advertising Agency: Three Drunk Monkeys, Australia
Executive Creative Director: Justin Drape, Scott Nowell
Art Director: Matt Heck
Copywriter: Damian Fitzgerald, Alex Derwin
Group Content Director: Dan Beaumont
Strategic Planning Director: Fabio Buresti
Strategic Planner: Fiona Lake
Content Director: Suzy Coman
Content Manager: Kate Behne
Designer: Erwin Santoso
Print Producer: Tom Harrison, Chris Benson
Photographer: Andrew Cowen
Producer: Samantha Simpson & Adam Watson (SAMIAM)
Art Buyer: Alice Quiddington
Retoucher: Toby Pike (Toby & Pete)

October 2010


Roger Keynes's picture
Roger Keynes
5498 pencils

...from a prepaid mobile! ;)

Ripper, Monks!

The Jobless Writer
Will Think for Salary

morse's picture
17183 pencils

Haha, cruel. :)

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Bit confusing to me, perhaps because it's not the most easiest English written here. But I think the fact that the agency provided explanation is a proof of that as well. Good work needs no explanation, it explains itself.

Hibon's picture
3734 pencils

very confusing... but maybe i can understand why because of the name of the agency; Three Drunk Monkeys :-)

Simple ideas are the best !

shahidali's picture
4069 pencils

i could grab neither the copy nor the brief!
this ad may remain as a big question mark through my whole life:-)


Guest's picture

I got it easy enough without reading the explanation. I think it's kinda funny! Lighten up, people.

Roger Keynes's picture
Roger Keynes
5498 pencils

...and wisen up.

The Jobless Writer
Will Think for Salary

Guest's picture

Maybe watch the tvc first haha

Guest's picture

wow people who comment on this site are either mentally challenged or 13 years old

Billoughsby's picture
5144 pencils

Not on board with hungrythirsty. Not just any old neologism will do.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture

I like these guys, but I'm definitly not slamming down a carton of chocolate milk if I'm thirsty...

Guest's picture

Got it right away from the 2 print ads. Love 'em. The one with the walking man didn't work so much, until I saw the TV ad, then it does. Hits their market, methinks.

Bitty86's picture
71 pencils

I really like this campaign. I am hungrythristy all the time... good insight and funny.

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