When a longtime client and friend came to us with a plan to get her brother a kidney, we were immediately on board. Her brother, Gene, has PKD and was running out of time to find a kidney donor. We decided to come up with a humorous social media campaign to help spread the word. Gene had the unfortunate title of holding the world record for the largest kidneys. Kidneys that would hinder normal everyday tasks, so our campaign evolved around ‘Gene’s Big Dumb Kidneys’. With the help of our photographer/videographer Dave Patino, we set to work creating a series of vignettes around Gene’s daily struggles with his abnormally large kidneys. With a website to capture leads and social media marketing strategy in place, we were able to land a few dozen prospective donors. In the end, Gene found a donor and is enjoying life with a healthy kidney, which is neither big nor dumb!