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TV/Cinema/Online Film
Public Service/Social Welfare

Gold Winner

Entrant: The Martin Agency, Richmond
Donate Life - "The World's Biggest Asshole"

Corporate Name of Client: Donate Life

Agency Account Executives: Cori Kaylor/Carter Crenshaw

Group Account Director: Brad Higdon

Agency Account Director: Audyn O’Rourke

Group Project Management Supervisor: Danielle Cin

Managing Director - Account Management: Chris Mumford

Agency: The Martin Agency, Richmond

Chief Creative Officer: Joe Alexander

Copywriters: Wade Alger/David Vogeleer/Brig White

Agency Producer: Steve Humble

Production Company: Furlined

Director: Speck and Gordon

Senior Executive Producer: David Thorne

Executive Producers: LoveChild/Speck and Gordon/Diane McArter/Jay Wakefield

Producer: Greg Schultz

Line Producer: Jeff Cutter

Digital Producer: Jill McGrath

Editing Facility: Cut + Run

Editor: Graham Turner

Colour Company: The Mill

Colourist: Adam Scott

Sound Design Company: Lime Studio

Sound Designer: David Leinheardt

Music Production Company: Duotone

Music Producers: Ross Hopman/Giovonni Lobato

Music Arrangers: Ross Hopman/Jordan Lieb

Music Composer: Coldplay

Music Performed By: Civil Brother

Duotone Managing Director: David Leinheardt

Narrator: Will Arnett

Description of the Project:
The overall purpose of this film was to get younger people to sign up for organ donation. We knew the typical tug at the heart strings approach would be invisible for this target. In fact they would sniff it out so fast it would work against us. So we didn’t even go there. In fact we went the opposite direction. Knowing they are skeptics, dark and just outright assholes at times, we served them a giant pile of themselves, times ten. We gave them Coleman Sweeney: The World’s Biggest Asshole. An asshole 24/7, 365 days a year. Except for that one shining moment when he did something good. And that’s when he went from asshole to hero.