Long story short Sweeney is completely horrible to everyone–a true asshole– but for some reason he signed up to be an organ donor and in death, saved many lives.

The story swept across the internet and managed to accomplish its original goal of getting more millennial men to become organ donors.

It also won three Lions—gold, silver and bronze—in the Lions Health festival at Cannes this weekend, and is poised for more trophies as the week goes on.

Josh Gordon: Intrinsic in the deck was the idea to appeal to a young millennial male audience and kind of pushing the project and pushing the outrageousness of it.

We loved that because that was permission to indulge in our voice and really try to craft something that would break through the clutter.

Let’s try it.” There was a real spirit of take their core idea and really build it out into something unique.

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