Oat milk company Minor Figures wanted a preposterous touch to drive brand awareness.

Studio Dive created the world's most absurd coffee shop, giving people an unforgettable taste of the brand. Passers by spotted the giant carton seemingly dropped beside an abandoned building in the busiest street in Newtown, Sydney.

Participants ascended through the giant oat milk carton until they popped out through the spout to order a coffee from the second story window. Their coffee was served with a side of the absurd, with the barista providing an immersive theatre interaction.

With people queueing over an hour to participate, the immersive brand experience was shared widely on social media, amplifying the activation's reach.