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In 2012, together with CEO Toni Petersson, John began to turn a 30-year-old maker of oat drinks, Oatly, into a global movement focused on the development of a more sustainable, plant-based lifestyle. By eliminating the marketing department and replacing it with the Oatly Department of Mind Control, his team of creatives has created a voice that often questions the role of companies and brands and has become instantly recognisable for its consistently inconsistent approach to encouraging people to take small steps in order to upgrade their lives and the sustainability of the planet.