Title | BRAZUCA |
Brand | ADIDAS FOOTBALL |
Product/Service | BRAZUCA |
Category |
A01. INTERFACE & NAVIGATION |
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Credits
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.