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It was one of the most interesting and unscripted moments of this year's Cannes Lions, and it only happened because one man was willing to make a fool of himself to help save lives.
In the closing moments of Bono's presentation at Cannes, the singer asked attendees to share their ideas for partnerships that could boost his anti-AIDS nonprofit, (Red). Also on stage, though largely silent throughout the event, was Apple design guru Jonathan Ive.