When the Humane Society came to me and said they were planning on hosting a benefit concert called Woofstock, my first response was, “Groovy.” Then I got really excited about it and got to work. One old renovated school bus, a campaign of viral videos, some posters, banner ads, and a lot of news coverage later, the Humane Society had a hit on their hands. Oh, and it made a bunch of money for one of my favorite charities.