Martin Named to Ad Age's Creativity Innovator List
CREATIVITY INNOVATORS
The Martin Agency
BY ALEXANDRA JARDINE
Nontraditional thinking and campaigns with a positive cultural impact propelled the Martin Agency once again onto the Creativity Innovators list this year.
They included "World's Biggest Asshole," a provocative PSA for Donate Life, which wanted to reach male millennials and increase sign-up for organ donation. Drawing on stories about donor families being surprised that a family member had registered to be a donor because they were an "asshole" in life, the agency created a character, played by actor Thomas Jane, who's completely horrible in life but redeems himself in death through organ donation. The film had zero paid media, but Donate Life saw almost 30,000 new registrations afterward and organ donation registration was up 698% in five weeks.
