About the campaign

This project was part of the launch of the 2M Beer new pack, a campaign developed to articulate the Mozambique of today, on trend, current and so uniquely ours.

The campaign idea was centered on +258, the Mozambique dialling code, which has its insight in a local pride modern movement initiated by the known Mozambican rapper, Laylizzy who ended up giving voice to this campaign and has now become slang for describing everything that is cool about being Mozambican.

The +258 Collection was launched in beginning of October 2019 at an exclusive pop up store in the cradle of mozambican identity and the cultural heart of the capital – the Mafalala neighbourhood, at the recently opened Mafalala Museum. 

Challenge

The Capulana is the national fabric of Mozambique, and much like 2M, it’s a potent symbol of Mozambican identity.

Local Capulana design iconography embodies a rich history of Mozambican storytelling and the fabric is used at important events like the birth of child or the marriage of a couple.

But now, Capulana are mass manufactured in India and China and the new western based designs no longer tell Mozambican stories with Mozambicans becoming more attracted to the modern..

As a brand woven into the fabric of Mozambican culture, 2M saw an opportunity to reconnect Mozambicans with their culture.

Solution

As part of the new 2M Beer pack campaign, developed to articulate the Mozambique of today; on trend, current and so uniquely ours, we Invited Mozambican fabric designers to design a Capulana inspired by the visual iconography of 2M, recently introduced into a new packaging range, that would represent modern Mozambique. 

After, we put these designs into the hands of six young Mozambican fashion designers for their own modern re-interpretations and there it was, the new +258 Collection.

A 100% Mozambican designed and produced fashion collection that had the mission to re-vigorate the sense of pride for a national icon, the way we did with 2M Beer.

Results

The main brand purpose of this project was visibility and capability of showing how the art of mixing the traditional with the modern, is trendy, is ours and is proudly Mozambican. 

And we got there.. the launch of the collection was a huge success with more than 19 media covering and publishing news about the event and embracing the newest 100% Mozambican capulana fashion design collection. The project earned media exceed expectations with a value of almost 8K USD.

• 19 media covering and publishing news about the event
• 8K USD +- total Earned Media that exceed expectations
• A 100% Local project: Local design, Local Production and Local Launch