AdAge named The Martin Agency in Richmond to its Creativity Innovators list this year because of “nontraditional thinking and campaigns with a positive cultural impact.”

The AdAge article stated that The Martin Agency worked on “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.”

The article added that for Geico, “the agency followed on from its multi-award-winning “Unskippable” pre-roll campaign with another smart idea to keep the audience watching, this time even if they didn’t have a skip button. The “Fast Forward” campaign consisted of 15 pre-roll ads that each begin in a mundane situation then fast-forwards ahead to something much more unexpected and bizarre — for example, a pair of fisherman who end up as ornaments on the mantelpiece at a giant fish’s home. It picked up a Gold Lion at Cannes.”

You can check out the full AdAge article here.

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