Do you remember a viral craze called “the ice bucket challenge?” It was truly a charity campaign for the social media age. Every celebrity, semi-celebrity and wannabe celebrity participated (including one Mark Zuckerberg). Most brands also found a way to join in the generous fun. Yet, while the effort won two highly coveted Gold Lions… http://www.adweek.com/agencies/harrowing-psa-depicts-life-with-als-more-effectively-than-any-ice-bucket-challenge/