Event Communication
For the Euro 2024, I led the communication strategy for a public viewing event initiated by Jupiler, in collaboration with Ginette Open Air and the Foodmarket at Gare Maritime. The idea was to create a festive and accessible gathering space for Belgian fans who couldn’t travel to Germany to support the Red Devils.
The project centered around the concept of the '12th man' a symbolic way of highlighting the fans’ role in supporting the team. '12e' is a neutral expression that works equally well in French (“le douzième” or “la douzième”) and Dutch (“de twaalfde”), avoiding gendered terms and ensuring clarity across audiences.
My work included the naming, visual and verbal identity, manifesto writing, and content strategy in French and English. I also advised on tone and positioning, ensuring the event would feel both popular and unified, in line with Jupiler’s national presence. The result is a clear, powerful identity that speaks to football fans across languages, cultures, and communities.
