CSR in my opinion can be pretty dull, a sweeping generalisation I know, however i can't remember the last time i saw something that was a pure CSR initiative that was really engaging (if anyone else can think of one let me know - might just be me i guess).
CSR and Nike don't usually flow in the same sentence, occasionally they might when talking about some of Nike's (supposed) shady manufacturing partners in Asia.
Game Changers attempts to address issues that effect us all by making them a bit of fun, using the clout of the Nike marketing machine and the creativity they have on tap at their roster of agencies (McKinney in this instance) to tackle real world issues through something that is slick, engaging and charming.
The blurb on the site goes:
"It’s not about one person. Or one company. Or one donation. It’s about all of us. Working together. As a team. Because when we play together, the competition – global warming, HIV, poverty, inequality, despair – doesn’t stand a chance. We’ve got the skills, the players, and the determination to go full out until we’ve beaten each and every thing standing between us and a world where any person, anywhere, can go outside and compete. The world is our playing field. So, let’s go out there, beat anything and change everything."
Personally i couldn't agree more, is just a bit of a surprise that it came from Nike!, check the site out and have a look at one of the video's Yogurt vs. Gasoline below.
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what do you think?