Winners & Shortlists

BRAZUCA

TitleBRAZUCA
BrandADIDAS FOOTBALL
Product/ServiceBRAZUCA
Category A01. INTERFACE & NAVIGATION
Entrant Company DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Advertising Agency DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Bart Mol DDB/Tribal Worldwide/Amsterdam Concept/Creative Director
Pol Hoenderboom DDB/Tribal Worldwide/Amsterdam Concept/Creative Director
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

Creative Execution

The simple yet sophisticated online experience kept the ball literally in the centre of every frame and chapter of the website, both in storytelling and design. The interface guided the user through 5 different stages of Brazuca's story. For each stage we created different zoom-levels to create a visual distinction and a specific part of the story. At each stage, the user could explore relevant facts about the ball via smart, circling interactions according to the story’s context. All together they created a seamless scroll-zoom experience which ultimately resulted in an infinite scroll through the site, both in desktop and mobile.

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.

Meet Brazuca, the official match ball of the 2014 FIFA World Cup in Brazil. Our task was to introduce 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. During each game, all eyes will be on Brazuca. It will be the centre of attention of the entire football world. Using this insight we created the interactive scroll-experience “I am Brazuca”, that places the ball literally in the centre of every frame and chapter 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 a little further with every stage: From the ball to the pitch, the players, stadiums, nations and the entire football universe, the whole football “world” revolves around Brazuca.