Why Cannes Is Ready to Fall in Love With the World's Biggest Asshole

The story behind one of The Martin Agency's top Cannes contenders

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Would you be surprised to know that one of advertising’s greatest heroes in the last year is also known as the “world’s biggest asshole”?

In a PSA for Donate Life, The Martin Agency explores the life of Coleman F. Sweeney (the aforementioned asshole). Long story short Sweeney is completely horrible to everyone–a true asshole– but for some reason he signed up to be an organ donor and in death, saved many lives.

The story swept across the internet and managed to accomplish its original goal of getting more millennial men to become organ donors.



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