C.O.R.E.
Center for Organ Recover and Education
We won this pitch when we recommended a big change in the brand’s behavior. Instead of targeting the usual feel good, altruistic type, we went after selfish people. We called him Jake. Jake could care less about saving 8 strangers, but he’d move a mountain for one of his loved ones.
Jake is pretty skeptical of advertising, so we found some untraditional ways to meet him with our message.
Jake frequently laughs off the idea of signing up by saying “Oh, you wouldn’t want my organs.” We put these coasters in all his favorite bars to let him know he still qualifies.
