Advertising agency Duval-Guillaume, based in Belgium, has created a clever campaign showing how stupidity can go a long way in helping out organ donation.

As the agency’s website says: “Every year people die waiting for an organ donation. The waiting list is too long. The donor list too short. The Belgian non-profit organisation Re-born To Be Alive wants to raise awareness about organ donation and make the topic more easy to discuss.”

Check out the brilliant video and posters here:

(Images: Duval Guillaume)