Description
Mozambique has never qualified for a FIFA World Cup. Yet 2M, Mozambique’s beer, was an official sponsor of the tournament. With no national team to support, the sponsorship risked feeling distant.
But while the rest of the world suffers, argues and mourns defeats, Mozambicans never have to. With no team of their own, they simply celebrate whoever is winning.
2M gave that behaviour a name: “We Are With Whoever Wins”. We created reversible jerseys that switch sides the moment the match does. One flip, and every fan is back on the winning side.
The flip became a product, a ritual and a visual identity, extended into limited-edition cans, outdoor, TV, digital and live experiences. Fans flipped jerseys at watch parties, TV commentators flipped on air, and even Mozambique’s most iconic billboard changed sides as the score changed.
10,000 jerseys earned by buying 2M. 800,000+ flips during watch parties. +40% volume growth vs prior year. 2.3M+ international press views. 98% positive sentiment.
The behaviour was always there. 2M simply gave it a name.
This professional campaign titled 'The Reversible Jersey' was published in Mozambique in October, 2026. It was created for the brand: 2M, by ad agency: Create. This Film, Integrated, and OOH Outdoor media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 22 minutes ago.
Credits
Advertising Agency: Create Mozambique
Creative Director: Melchior Ferreira
Art Director: Anastacia Pedro, Stephanie Assis
Copywriter: Denise Belo
Strategist: Rita Roquette
Account Management: Filipa Vilhena, Chaida Bibi
Brand Manager: Ossumane Soverano
CMO / Marketing Director: Fabiana Pereira, Mara Chiu
Film Production Company: Codec Life, Maputo, Mozambique
Film Director: Melchior Ferreira
Producer: Bill Boy
Cinematography: Americo Bila
Editor: Melchior Ferreira
Performance: Babo Maduro
Color Grading: Nic Apostoli
Animator & VFX: Ivo Cumbana, Irelio Guiamba
