'Write the Future' FIFA 2010 commercial by Nike.

I've got goosebumps watching this commercial. It's always natural to think of 'sports ads' as an emotion stirrer - you know stuff which can make you cry. This... is far from it, but still it makes my hair stand. A bit. Something like that took 3 agencies in the network, 1 award-winning film director, 18 months of planning and a hell lot of imagination to produce. That's what I call foresight.

Careful Nike, W+K might overtake you anytime as the knight in shining armour in this age of information search and share. At least you know they'll be wearing the 'swoosh' to work :)

Nike+: Men vs Women.

Simple. Fantastic. Brilliant. Fundamental insight that's been mind boggling since the days of Adam and Eve.


Let's run.

Corporate social accountability.

Many of these roads are being cut through the heart of Cambodia's forests and no doubt many logs are disappearing across the border into Thailand, before resurfacing as garden furniture in Europe - page 59, Lonely Planet Cambodia

This made me wonder. Where on earth (pun intended) does Ikea get its wood supply from? Is there an opportunity for corporations who are truly conscious of their social responsibility to tag and be transparent on the sources of all their material and ingredients? Would that make any difference to their brand and sales? Would consumers care? Not sure about this part of the world, but I'm sure in countries where Greenies are increasingly being converted, I think it will make a huge difference.

Can furniture giants like Ikea state with confidence their supply comes from a non-reserve forest? Can Nike say they've stopped exploiting third world children? Can Estee Lauder justify every single ingredient that went into their make-up?

Can we see more of this?

The team’s commitment to tackling environmental issues was demonstrated at the school. Firstly the changing of the light globes will save 44.8 tonnes of CO2 greenhouse gas emissions in 2007 - thereby offsetting the team’s entire carbon footprint for the (F1) race itself more than five times. Also on display at the school (Albert Park Primary School, Melbourne, Australia) was Honda’s revolutionary FCX Concept vehicle, the next generation of hydrogen fuel cell car which emits only water. The light globe changing initiative, driven and funded by the Honda Racing F1 Team, will reduce the school’s annual electricity use on lighting by approximately 70%, while saving more than $8,000 per year in electricity bills. - Honda (non-Italic mine)

And less of this?

Nike has caused fury among animal rights campaigners for launching special edition trainers made from crocodile skin. The £1,400 shoes, which have 18-carat gold lace tags, are on sale at the brand’s flagship stores around the world. The limited edition trainers were made to celebrate the 25th anniversary of Nike’s Air Force 1 range. - ethicalcorp.com

Sigh. Some never learn.