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

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in