Before the World Cup, Uruguay wanted to show the world that its players were born to fight for every play, against any opponent. To do that, we turned the exchange of pennants—a century-old friendly ritual—into a declaration of war. Before the friendly against England, a pennant forged from metal was handed to the captain, becoming a warning seen by millions even before the ball was kicked, sparking immediate conversation and becoming a memorable expression of the Uruguayan competitive spirit.