Campaign: Back for the Future
Nonprofit Partner: Michael J. Fox Foundation
Launch Date: September 9, 2011
Nike is auctioning 1500 pairs of the mythical 2011 NIKE MAG (Back to the Future II) shoes on eBay with all net proceeds going directly to The Michael J. Fox Foundation. Urged to release the shoes for many years, Nike is taking the opportunity to create a huge cause marketing splash that highlights the announcement of a $50 million matching grant by Sergey Brin and Anne Wojcicki through the end of 2012.
Our Take: All-around thumbs up for this campaign, artfully combining humorous videos, celebrity cameos and smart Wieden+Kennedy creative with a large, long-term matching grant to spark interest, sharing and additional consumer involvement.