Kidney Research UK

Six people die a week waiting for a kidney. Most of us are born with two - but we only need one. Kidney Research was looking to inspire more people to learn about altruistic kidney donation.

How could we raise awareness of giving a kidney to a stranger in a way that wasn’t, to put it frankly, dystopian?

My creative partner and I focused on the idea of saving lives, using the shirt lift as a motif revealing the area where your kidneys are.

We worked on the behind-the-scenes concept and storyboard for the film, as well as how that was going to be used across social.

We invited Lucy Bridger to direct the film, which consisted of real kidney donors and recipients talking about their experiences. I took a few behind the scenes photos as a little extra for the client to use in their newsletters.

The digital-first campaign ran on social and on the bespoke website.

And we mocked up some shiny OOH...just in case.