We demonstrated one of the horrible effects of this horrible disease. The cropped photograph of the baseball cleat is an actual vintage photo of Lou Gehrig. The existing laces were retouched out of the photograph. Then actual shoe laces were laced through die-cut holes and left untied, making the experience both interactive and personal. The line of copy puts into perspective the irony of this once Superman-like figure who was eventually robbed of all his abilities and talent, because of ALS.

The ad ran on the back cover of the annual Lou Gehrig’s Disease Benefit Program. 1000+ people who attended the event organized to raise money for ALS research received a copy of the program. The ad and event proved to be a success. The fundraising benefit raised $839,492.90 which will be used to help find a cure to fight the disease.