Winners & Shortlists

BRAZUCA

Short List
TitleBRAZUCA
BrandADIDAS
Product/ServiceADIDAS
Category F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY
Entrant Company WE ARE SOCIAL London, UNITED KINGDOM
Advertising Agency WE ARE SOCIAL London, UNITED KINGDOM
Media Agency CARAT London, UNITED KINGDOM
Credits
Name Company Position
Aisling Mccarthy We Are Social Group Account Director
Gareth Leeding We Are Social Creative Lead
Joe Weston We Are Social Account Director
Chris Mason We Are Social Senior Strategy Director
Jim Campbell Freelance Copywriter
David Cadji/Newby Freelance Copywriter
John Crozier We Are Social Senior Account Manager
Chris Nee We Are Social Editor
Joe Faul We Are Social Research/Insight Director
Andreas Plastiras We Are Social Senior Research/Insight Analyst
James Harrison We Are Social Designer
Jack Greenwood We Are Social Junior Designer
Dominic Vieira We Are Social Account Executive

Creative Execution

We gave it its own voice @Brazuca; with brilliant football insight and an irreverent tone of voice that cut through football cliché. We gave it a celebrity lifestyle, meeting everyone from David Beckham to the Pope, Pharrell to Pitbull. Writers, sports & tech personalities, media, musicians and football stars of the World Cup follwed Brazuca. Even Justin Bieber was tweeting about it. It brought fans closer to the game than ever before. Lightning-fast real-time reactive tweets made its wit and perspective a part of the biggest tournament conversations, from France’s flirtation with goal-line technology to Germany’s triumph at the Maracana.

@Brazuca was a storming success. Millions followed in the first week of the tournament. Brazuca achieved worldwide media coverage in publications covering everything from fashion to football; and built a community of over 3.4 million @brazuca followers. Mashable even interviewed our talking ball. adidas sold a record number of World Cup balls. Brazuca was the fastest-growing Twitter account during the tournament, recognised as an official World Cup account by Twitter and achieved hugely positive sentiment amongst football fans and media.

In 2010, the World Cup ball was a disaster, receiving negative coverage and conversation that piled the pressure on its 2014 replacement. For Brazil 2014, the match ball was Brazuca, its name selected by public vote, and it was the most heavily tested football in history - even receiving NASA approval. We tackled the challenge of activating one of adidas' most important and visible sponsorships in sport by giving the ball a voice on Twitter. We decided we would make Brazuca into the REAL star of the tournament. We maximised adidas’ World Cup partnership in an innovative way that brought the essence of Brazuca to life. Our campaign was primarily designed for the adidas target audience, but also to be accessible and relevant - and entertaining - for football fans around the world.