Imagine being diagnosed with ALS, a monstrous neurodegenerative disease with no known cure. A disease that destroys the body and brings certain death within 5 years of diagnosis. And the cruelest part of all — as the body dies, the mind stays perfectly intact. In stark tonal contrast to the Ice Bucket Challenge, we created a striking campaign crafted around the genuine experiences and humbling, real-life scenarios of individuals suffering with ALS.
Please consider making a donation at ALSA.org
“Only 2% of the 17 million “ice bucket” videos led to donations.”
DIGITAL EXPERIENCE
As time passes, ALS gets worse. Your body degenerating more and more. We created an immersive digital experience in an attempt to allow users to experience that frustration first hand. The site was called David’s Story, and the longer you used it, the more it degraded– mimicking the physical condition of ALS sufferer, David McCain. As the site experience progresses, the keyboard response time begins to lag. Eventually, the mouse stops working, forcing the user to rely on navigation by eye tracking. And ultimately, black. Each moment designed to mimic the various stages of this horrible disease.
THE FILMS
“The Ice Bucket Challenge won two highly coveted Gold Lions at Cannes in 2015. Some may ask, looking back, how much it actually served to educate the public about the topic at hand. ”
“My life is lived in my mind.
I lay in bed with just my thoughts
and my memories.
When I dream.., I am whole,
I am not paralyzed.
Amazing how the mind works.”