MozambiqueWork
2M makes World Cup allegiance a reversible piece of clothing
54 Signals2026
What happened
Mozambican beer brand 2M launched Somos de Quem Ganha for the 2026 World Cup, turning the habit of switching football allegiances into five reversible jersey designs. Six collectible cans and a QR-code activation extended the idea beyond the shirts.
Who is behind it
2M is a brand of Cervejas de Moçambique. Creative contributions were associated with Create Mozambique, dentsu Mozambique and Sunshine design collective.
Why it matters
This is an unusually tangible advertising idea. A recognisable fan behaviour became something supporters could wear, collect and discuss, with product design doing part of the storytelling.
Beyond the story
The shirts and cans show how packaging, merchandise and promotion can work together around one simple consumer observation.
Key figures
- 5 reversible jerseys
- 6 collectible cans
Credits
Cervejas de Moçambique / 2M; Create Mozambique; dentsu Mozambique; Sunshine design collective