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Published on Oct 14, 2013
Amyotrophic lateral sclerosis, ALS in short, is a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movements, also known as Lou Gehrig's disease.
The client ALS Foundation Netherlands had no advertising budget and runs on free space donated to it. The volunteer participants who suffer from the disease were filmed and photographed by the agency and their ads released after they succumb to their illness.