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ADIDAS: Brazuca

In 2010, everyone hated the ball in. In 2014, adidas had the perfect ball and we wanted people to love it.  We wanted them to idolise it.

We turned Brazuca into the REAL star of the tournament. We made the ball a baller. We gave it it’s own voice, @Brazuca, with brilliant football insight an irreverent tone of voice and a celebrity lifestyle.

People all over the world loved it. Gary Lineker followed it; along with writers, sports & tech personalities, media, musicians and football stars of the World Cup. Even Justin Bieber was tweeting about @Brazuca.

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.

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.




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.



adidas sold a record number of World Cup balls.

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