"The Real Challenge"
Making a Moment Into a Movement
We didn’t create the Ice Bucket Challenge, but we did help turn it into a cultural phenomenon and call attention to this debilitating disease. We also helped create and define the ALS Association’s brand in a way that takes it from a one-month event to a year-round drive for a cure.
We created a greater understanding of the disease as well as the organization, paving the way for $220 million in donations and a real breakthrough in the medicine. Plus, a Cannes Lion on the shelf is kind of nice!