| Title | BRAZUCA |
| Brand | ADIDAS FOOTBALL |
| Product/Service | BRAZUCA |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Bart Mol |
DDB/Tribal Worldwide/Amsterdam |
Creative Director/Concept |
| Pol Hoenderboom |
DDB/Tribal Worldwide/Amsterdam |
Creative Director/Concept |
| Felicitas Olschewski |
DDB/Tribal Worldwide/Amsterdam |
Copywriter |
| Geert Jan Bijlstra |
DDB/Tribal Worldwide/Amsterdam |
Art Director |
| Joeri Kiekebosch |
DDB/Tribal Worldwide/Amsterdam |
Sr. User Experience Designer |
| Jan Willem Heining |
DDB/Tribal Worldwide/Amsterdam |
User Experience Designer |
| Keith Kornson |
DDB/Tribal Worldwide/Amsterdam |
Designer/Art Director |
| Christian Mezofi/Bo Mouridsen/Toby Mok |
DDB/Tribal Worldwide/Amsterdam |
Design |
| Sandra Soskic |
DDB/Tribal Worldwide/Amsterdam |
Co/Ceo/Global Business Director |
| Ralf Hesen |
DDB/Tribal Worldwide/Amsterdam |
Strategy Director |
| Jesse Mons/Sophie Rhys Evans |
DDB/Tribal Worldwide/Amsterdam |
Sr. Project Manager |
| Leon Snelleman/Jizelle Bautista |
DDB/Tribal Worldwide/Amsterdam |
Project Director |
| Jouke Vuurmans |
Mediamonks |
Executive Creative Director |
| Okke Voerman |
Mediamonks |
Post Production Supervisor |
| Arjen Warendorff |
Mediamonks |
Executive Digital Producer |
| Pierre Nelwan |
Mediamonks |
Animation Director |
| Vincent Mei |
Mediamonks |
Animation |
| Pieter Van De Sluis/Roland Den Hertog |
Mediamonks |
Site Development |
| Stuart Van Beek |
Mediamonks |
Mobile Site Development |
|
TBWA/Chiat/Day |
Interactive Film |
Brief Explanation
The key objective was to create a visually intriguing experience that presents the new match ball Brazuca at its best across all devices and drives sales at the same time. But to create more than just a plane product experience, the concept for the website started from the insight of the World Cup ball: During each game, all eyes will be on Brazuca. It will be the centre of attention of the entire football world.
The Brief
Brazuca is the official match ball of the 2014 FIFA World Cup in Brazil. Our task was to introduce the Brazuca to the football world in an interactive product experience that combines both, the story behind the new adidas ball and a visually intriguing product display to drive sales. Visitors should be given the change to explore the technique and unique creation process behind the ball as well as stories and insights of World Cup history. The challenge was to integrate the site in the overall adidas World Cup campaign and to create a seamless experience across all devices.
How the final design was conceived
From this insight we created the interactive scroll-experience “I am Brazuca”, that places the ball literally in the centre of every frame of the website, both in storytelling and visual design. Starting on a close-up of the ball, the viewer scrolls through 5 different story-chapters, zooming out further with every chapter: From the ball to the pitch, the players, stadiums, nations and the entire football universe, the whole football “world” revolves around Brazuca. We translated the star constellation reflected in the ball-design into a seamless, infinite zoom-transition that creates a unique, endless flow of the site and Brazuca’s story.
Indication of how successful the outcome was in the market
The site was launched at the same time as the official reveal of the Brazuca ball during the World Cup draw. In the first 6 weeks, without any additional media 75K curious football fans visited the adidas “I am Brazuca” experience and spent 2 minutes on average on the website. Later on, the online film guaranteed additional leads. The experience was built for desktop and mobile and therefore accessible from all devices. The Brazuca ball has it’s own Twitter account which linked straight through to the product experience.