This year for the 2014 Brazil World Cup, players are using the innovative Adidas Brazuca ball on the field, but together, agencies Africa and TUDO teamed up to develop a soccer ball with the aid of Primo Comunicação that's just as impressive—the Heart Ball.
It's one thing to say that World Cup fans have a lot of heart, but this campaign for the Itau Bank actually shows just how much. The Heart Ball is fitted with components like an Android, speakers, sensors and LED lights, plus panels for people to put their fingers on so that their pulse could be read. The ball toured all over and thousands of Brazilian fans "donated" their heartbeats to show the passion they all share for the sport. After capturing over 30,000 unique heartbeats, the Heart Ball was then taken to the Brazilian National Football Team to simulate thousands of hearts beating with excitement.