Microsoft and the NFL have teamed up with the Answer ALS Foundation to raise funds in a live auction centered around memorabilia from Steve Gleason, the former New Orleans Saints player who was diagnosed with the disease in 2011 and who founded the Foundation.
The campaign, by KBS, sees Gleason, who has lost all motor skills as a result of his illness, able to sign a jersey using a robotic arm controlled by his eye sight, using Microsoft's Surface Pro Eye-Track Technology. Gleaon uses the same technology to speak and move his wheelchair.
Gleason's experience was filmed at the Superdome, in the same spot as his infamous "blocked punt" against the Atlanta Falcons in 2006, to mark its ten-year anniversary. The film will be used to raise awareness for the fundraising campaign, which will run across TV, digital, social and OOH, while the auction will take place on www.nflauction.nfl.com.