Filed under: Advertising & Branding | Tags: Athletics, Branding, Cause Marketing, Events, Media Arts, Out of Home/Ambient
Nike demonstrates that even in philanthropy, it stands for athletes. In an interactive billboard (by BBDO) publicizing a charity 10k run in Argentina, the athletics powerhouse invites passersby to have a run on a treadmill that logs a communal kilometer count. For each kilometer run, Nike donates a set amount to UNICEF, urging that “Training for the 10k doesn’t only help you. For each kilometer run, you will be helping UNICEF. Sign up at nikecorre.com.”
This installation is cool in that it is in both form and function an expression of generosity and community spirit: it empowers the individual personally in their pursuit of fitness and athleticism by giving them a place to train, and it also, in its very setup as a kilometer-by-kilometer sponsorship, gives them the tools to help others (with the help of those around them, of course) by logging a few km for kids in need. For a brand that has placed such an emphasis on grassroots community in the pursuit of sport, it’s an engaging execution that brings the best of the brand’s beliefs to the fore, but tastefully leverages them in service of a greater good.
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