The Challenge:
Showcase Microsoft’s commitment to meaningful innovation by weaving together human stories, social causes, and NFL star power — without it feeling like just another corporate partnership play.

The Strategy:
By pairing Microsoft’s Surface technology with the philanthropic passions of top NFL athletes, we built a narrative that lived at the intersection of community impact and cutting-edge tech.

The Idea:
Create Change. A national call to action asking fans, players, and everyday change makers to shine a spotlight on the good they’re doing — and to inspire more of it.

The Execution:

From retail floors to the Super Bowl stage, the campaign balanced scale with soul. The #CreateChangeContest invited fans to share how they’re making a difference, fueling a wave of user-generated content across social. A digital series spotlighted five NFL stars and the causes they champion — powered by Surface, grounded in purpose.

At Super Bowl LII, the movement took the spotlight with a live panel featuring the players and their foundations — real stories, no fluff. Meanwhile, in Microsoft Stores, fans designed 3D charity-inspired helmets on Surface Studio, sharing them online via #CreatedOnSurface.