A couple years ago we were given the task from Donate Life America, the keepers of the National Organ Donor registry to turn a community of skeptics into advocates for organ donation. An ad wouldn’t cut it. To convince an audience of skeptics, we needed to start a conversation. So we did that by creating a streetwear brand.

Not just any streetwear brand. The most exclusive streetwear brand in the world. Because the only way you can buy anything from 83 Futures is to first register to become an organ donor. You need to give something precious to get something precious. With that in mind we had to get brands that usually only care about making money, to care about saving lives. Sneaker icon Jeff Staple of Staple Pigeon quickly jumped on board. Then Rich Antoniello of Complex donated booth space to us at ComplexCon Chicago and Long Beach. Rappers Freeway and Bun B became advocates for the brand. And we created a capsule collection with skateboard legend Paul Rodriguez and Primitive.

Take a look at the case study below and check out this article written by the former editor of Hypebeast. The campaign has been recognized by Cannes, The One Show, The Art Director’s Club and was PR Week’s Multicultural Campaign of the Year.