People used to joke about ticket price by saying they would trade a kidney for it. Pro-Renal Institute took it seriously, gave away tickets and the number of organ donors increased.

This is a very special project to me. With the shyness of an intern, I pitched the idea and, out of nowhere, I saw the entire agency moving to get everything up and going live in a week. I still keep it in my portfolio because this story keeps making me smile.