OAK Milk (Aus)

Reverse Robberies | Film/Social/Stunt

OAK drinkers had a problem; their beloved OAK was disappearing from convenience store fridges across the land, and the OAK Facebook wall was littered with fans complaining that they could no longer get a fix of their favorite OAK flavored milk.

Something needed to be done, but we needed to know where the demand for OAK was the highest, and more specifically which stores to get the sales team to target.

Reverse Robbers, dressed in latex ‘Sergeant John Henry’ masks to resemble the iconic character from the OAK TVCs, were sent in to forcibly stock the fridges of OAK-less convenience stores.

After launching the first Reverse Robbery and Manifesto video, fans were asked to join the fight by nominating their local store for a Reverse Robbery on Facebook. The Reverse Robbers then responded by hitting nominated stores as their reverse crime spree continued.

The fan data showed an entire state crying out for OAK, so we headed to Queensland and Reverse Robbed some more. The demand data was then passed back to OAK, and the sales team did the rest.

The fans appetite for more was insatiable and they started demanding we Reverse Rob their own fridges. So we took to the road again, this time Reverse Robbing them in their own homes.