John Schoolcraft
Creative
John Schoolcraft is a creative leader known for redefining brand communication and challenging conventional marketing.
In 2012, together with CEO Toni Petersson, John transformed Oatly from a 30-year-old oat drink company into a global movement promoting a more sustainable, plant-based lifestyle. By eliminating the traditional marketing department and replacing it with the Oatly Department of Mind Control, his team created a distinctive voice that questioned the role of brands and encouraged small, meaningful steps towards sustainability. Under his creative direction, Oatly became instantly recognisable for its bold and unconventional approach.
John has since moved on from Oatly and continues to explore new ways to push creative and cultural boundaries in business and beyond.
