The world’s biggest asshole

November 14, 2017

World Kindness Day is observed internationally on 13 November.
And this campaign reminds us to be kind. It won 10 Lions at Cannes Lions 2017.
People are usually only prompted to become an organ donor when they get and renew their drivers license, but with license renewals moving online, failure to register people during their initial DMV visit means they may never think about becoming a donor again. It’s one signature.

One time. But getting that signature from a missing audience (millennial men) means trying new ways of communication. Hence “The World’s Biggest Asshole” campaign.
The video opens to establish the main character, Coleman F. Sweeney. We follow Coleman in his seemingly average life and see just how big of an asshole he is – honking at old people walking across the street, shooting paintballs at dogs, throwing bottles of piss out of a truck window.

He is a disgusting human no matter how you look at it. Everyone hates Coleman as much as he hates them. But then he has a heart attack, well subarachnoid hemorrhage, and dies. It is then that we see that Coleman was a registered organ donor.

No one knows what inspired him to do it – but he did. Upon his death, his organs and tissues went on to save and improve the lives of many others. Coleman proved that even an asshole can save a life.
View here:


The APPIES Malaysia Marketing Awards 2019 open for submission!

APPIES is an annual festival of the best marketing ideas in Malaysia and Asia. Only outstanding campaigns that have unique marketing success stories will go on to ultimately win the APPIES Gold or Silver Medals.

Click here to find out more:

Click here to submit an entry:

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Entry Fee:
RM 1000 + 6% SST per campaign

Deadline for entry submission:
15th March 2019

The Appies Malaysia 2-days Festival:
25th & 26th April 2019 at Eastin Hotel, Petaling Jaya.

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