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Behind the scenes: The World’s Biggest Asshole

The team behind one of the big winners at Cannes Lions 2017 reveal the inside story of the campaign.

With multiple wins in everything from the Film Lions to the Health and Wellness Lions, The Martin Agency’s ‘The World’s Biggest Asshole’ for Donate Life was one of the big success stories of the 2017 Festival. But where did the idea come from and how was it brought to life?

created on Friday 18 Aug 2017

To answer these questions and more, we gathered the campaign’s directors, Speck and Gordon, The Martin Agency’s Joe Alexander and David Fleming from Donate Life America to spend 30 minutes revealing the inside story.

From why organ donation is such a critical initiative to the script writing craft that went into the film, they open the lid on what it takes to craft a multi-Lion-winning film.