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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Oak Milk—Reverse Robberies




The Monkeys, Sydney
Lead Creative, Designer, Art Director
 Our Oak ‘Hungrythirsty’ campaign was so successful that it exposed a distribution problem: Oak Milk wasn’t stocked in every store, and even the sales team didn’t always know which ones. So we set out to solve it with fans on social media, one audacious “Reverse Robbery” stunt at a time.

Fun fact: what started as a small initiative around Sydney, NSW quickly gained momentum and spread across the entire state of Queensland, and into people’s homes, by popular vote.