We figured out how to make a bucket of water flood the world in the biggest social media fundraiser in history. Jeanette Senerchia, the wife of an ALS fighter, together with Pat Quinn and Peter Frates, who were fighting ALS themselves, decided to pour a bucket of ice water over their heads to generate awareness. At Facebook we took notice and began using every tool and algorithm we had, even drafting Zuck himself, to spread the word. It went beyond viral, becoming the biggest single fundraising act in history. Pat came to Cannes with us to collect 11 Lions, including the Grand Prix for Good. Lots of happy tears and over $200 million raised.