As if Brazilians didn't need a head start in soccer, Adidas is ensuring a new generation of children in the country are born literally with a ball at their feet. The brand is gearing up for the soccer World Cup next summer in Brazil with a massive giveaway of free soccer balls to thousands of newborn babies across the country. The balls are being given to every baby born on December 3rd (the day Adidas unveiled its new World Cup ball "Brazuca", which was named by a fan poll in Brazil, and means something intrinsically Brazilian in style). Sao Palo maternity hospital Amparo Maternal even had a special branded nursery (pictured) with balls waiting for their new owners. Parents of children born at other hospitals could apply for the balls at exchange stations in 12 cities (all World Cup 2014 host cities) with their child's birth certificate. Guerilla marketing company MSLGROUP Espalhe devised the campaign.
See more around the Brazuca's launch efforts, including a 360-degree interactive film as well as behind-the-scenes on how it's made here.