[ Pepsi Mini Cans | Parti Bleue | Le Lait/Milk | ALS Society | FedEx ]

ALS SOCIETY

The Amyotrophic Lateral Sclerosis (Lou Gehrig's disease) Society was struggling to raise funds because people weren't aware of the disease, nor its horrific nature. BBDO offered to help. In talking to the client, the agency found out that when visiting people with ALS, you learn not to ask: "How are you doing?" because the answer is always the same: "I am dying. I don't know when. I don't know which part of my body I will next lose the use of, but the one thing I do know is that my mind will remain clear and lucid through it all."

From this, BBDO settled on the idea: "What would you do while you still could?" In the case of one TV ad, a man who is losing the use of his arms hugs everything in sight. In a second ad a man runs. Meanwhile, three long-copy print ads tell the ALS story in more detail.

TELEVISION

Hugging

Running

PRINT

Ironic	Own Death
Cheques