During the international ‘Organ donation week’ the Belgian non-profit organisation Reborn To Be Alive wanted to raise awareness about the fact that 1 organ donor can save up to 8 lives and activate people to sign up and become a donor.The internet is packed with pictures and films of people who risk their lives stupidly and post it online. Often this life-risking, stupid behavior turns into a viral hit. But what if we made good use of those viral ‘successes’? What if we used such viral stupidity and turned it into organ donor ads? Which is exactly what we did. We turned stupidity pictures into print ads. Stupidity films into commercials.
