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Adidas: Brazuca Production

See the World from the Ball's Point of View, and the Lengthy Process That Goes into Making It

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With much fanfare, adidas has unveiled Brazuca, the official match ball of the 2014 World Cup. The ball boasts a colorful all-over swirl of red, blue, green and black. The pattern suggests the traditional multicolored wish bracelets often seen on the wrists of Brazilians. It's also meant to reflect the fun and energy associated with the sport in Brazil.

The ball underwent a rigorous two-and-a-half year testing process that incorporated input from the world's top players from ten countries, including Lionel Messi, Zinedine Zidane, AC Milan, Iker Casillas, Bayern Munich, Bastian Schwieinsteiger, Palmeiras and Fluminese. (See how it's made and discussion from its creators to the right). For the ball's name, the company turned to Brazilian fans during a public vote last year. They picked "Brazuca," a colloquialism used to describe something intrinsically Brazilian, or to refer to the Brazilian way of life.

Adidas already has a number of integrated efforts to promote the ball, including this energetic film showing the ball in action on the field and in the streets, set to The Kinks' "All Day and All of the Night." It's accompanied by a 360-degree interactive version, which, at certain points, allows viewers to see the world from Brazuca's point of view--or from that of various soccer players.

Also as part of the ball's introduction, adidas is also indoctrinating new football fans extremely early on with a promotion out of MSLGroup Espalhe that promises free Brazucas to newborn babies.

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About

Credits
Date
Dec 04, 2013
Agency:
TBWA/Chiat/Day Los Angeles
Client:
Adidas
Production Company:
MediaMonks
Agency:
DDB & Tribal Amsterdam
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