Ice Bucket Challenge Wins 2 Gold Lions in Branded Content and Cannes' Top Honor for Nonprofits

Viral campaign also won in Cyber and PR

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CANNES, France—The ALS Ice Bucket Challenge, which took Facebook and other social networks by storm last year, has won two gold Lions in Cannes' Branded Content & Entertainment category and the coveted Grand Prix for Good.

Juries in each Cannes Lions category may choose to award a Grand Prix to the year's best entry, but nonprofits like the ALS Association typically do not qualify for the honor, which is reserved for brands.

In Branded Content, no Grand Prix was awarded this year (nor last year) because jurors felt the for-profit work in the category wasn't strong enough to deserve a top honor.

However, the festival also awards one Grand Prix for Good each year to the nonprofit or NGO that jurors feel created the year's best marketing campaign.

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