© MATT HECK
I’m a creative leader and hands-on maker working across teams, channels, and borders, shaping how brands show up in the world.
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Carlsberg—Euro Cup


72andSunny, AmsterdamGlobal Creative Director
In the lead-up to the Euro Cup in Paris, fans were getting fed up. Ticket prices were soaring, corporate VIPs were flooding the stands, and football was starting to feel elitist instead of the working-class unifier it had always been.

Our response was La Révolution. Fronted by former national hero Marcel Desailly, the sponsorship campaign gave away thousands of UEFA tickets, putting the beautiful game back where it belongs, in the hands of real fans.

Fun fact: true to their history as a patron of the arts, Carlsberg gave the massive painting we commissioned a permanent home. The framed original now hangs at their Copenhagen brewery headquarters.


 

 
                





Campaign Extension For artwork across posters, OOH, and social, we commissioned a grand Delacroix-inspired oil painting, layered with nation-specific Easter eggs to engage local audiences and drive ticket giveaways.








As part of their sponsorship package, Carlsberg secured prime stadium ad space. One small hitch: alcohol advertising is illegal in France. No beer, no logo, not even the tagline. Awkward.

A genuine creative challenge. After briefly considering NASA and the math guy from A Beautiful Mind, we landed on a solution that drove widespread social chatter and achieved the third-highest brand recall, behind Coca-Cola and Adidas, both with far larger sponsorship spends. Probably the best perimeter boards in the world.