Zimmer Biomet

XP Knee Campaign

When you’ve got a product as revolutionary as the Vanguard XP Total Knee, you need a TV commercial that can do it justice. That’s exactly what the B&Y team set out to accomplish with their “Missed Connections” campaign. The star of the show — the XP Total Knee — can do something that no other total knee replacement can do: it lets you keep important ligaments in your knee. It was the idea of these crucial “connections” that inspired us to create a campaign that relayed this message efficiently and creatively.