Brillant and Creative Campaign "Gene and His Big Dumb Kidneys" Launches Search for a Livin
Gene Okun, a 50-year-old renewable energy consultant and former competitive body builder, lives with polycystic kidney disease (PKD), a genetic disease that causes uncontrolled growth of cysts in the kidney and can eventually lead to kidney failure. Since receiving a diagnosis of PKD, Gene's kidneys have grown big (doctors say they may be the world's biggest) and dumb (since they're now only functioning at 18%). Today, Gene and his big, dumb kidneys launched a new campaign to