AARP is the largest advocacy group in the world. They champion positive social change for people age 50 and over. They’re all about rallying the troops, waking people up.

That’s exactly what they did when they wanted to get the attention of marketers. AARP’s challenge: marketers continued to overlook the spending potential of people 50+. AARP wanted to prove just how influential this segment of the population truly is. The ironic part? Most companies focus on the coveted 18-35 year-old group—and yet it’s the 50+ crowd that has all the money. “They treat us like we’re already dead!” proclaimed AARP.

So I created a campaign showing just that: dead people.

The campaign got AARP the attention it desired. And it garnered gold medals for my award shelf. I’ve never been more excited to kill people.