Bike Ride to Cannes Supports Leukemia

Five years ago, Ridley Scott's production company, RSA Films, founded The Fireflies Ride to raise money for Leukemia research organization Lueka. Five years later, it's still going strong.

The Fireflies Ride is a rugged, nine day ride through the mountains from Geneva to Cannes. This year a "rider," actor-writer Theodore Bouloukos, has launched his own website that tracks his progress with a new video clip every day. It's a pro bono project by the now corporation.

The viral website and all content was created by HBXIV, the now corporation's viral unit. the now corporation is also co-sponsoring a party to welcome the riders when they arrive in Cannes. Though the ride takes nine days for the Fireflies to complete, no one knows just how long Theo will ride. You'll know why after you see his physique.