As FIFA’s official ball provider, Adidas was giving away to fans only ten tickets to the World Cup. But drawing attention to the company’s sponsorship with such small bait would be making history. Instead, we decided to change it. Every four years, Adidas creates every detail in the World Cup ball. But Brazilians are so passionate about football that, for the first time, we gave them the right to name it. The campaign was launched on Brazil´s most famous sport tv show and we launched an online election.

Every vote was a change to win. The candidate names were now competing for football fans. And, for fans, there are no better campaigners than their teams. During an official match, instead of their own names, players entered the field with #bossanova, #brazuca or #carnavalesca on the uniforms. It was broadcast live for more than 90 million people. After three weeks, we had more than 1 million votes, 380 million impacts on TV and social media, more than 30 million dollars in spontaneous media, one name chosen and millions of Brazilians happy with the fact they had the chance of choosing it. Also, the brand link with the world cup increased considerably.

Brazilians are so passionate about football that our idea was, for the first time, give them the right to name the official ball of the FIFA World Cup. We launched an online election. The candidate names were now competing for football fans. During an official match, instead of their own names, we used players as media. They entered the field with the ball's name options #bossanova, #brazuca or #carnavalesca on the uniforms. The game was broadcasted nationwide. For the thousands of them who went online, social media experts answered every tweet, generating a live online survey and creating a voting boom.

After three weeks, we had more than 1 million votes, 380 million impacts on TV and social media, more than 30 million dollars in spontaneous media, one name chosen and millions os Brazilians happy with the fact they had the chance of choosing it. Also, the brand link with the world cup increased considerably.