120 West Superior Street
Fort Wayne, IN 46802

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.

  • Strategy
  • Photography
  • Storyboarding
  • TV
  • Web Design
  • Digital
  • Ads
  • Outdoor
  • Print Collateral
  • Sales Tools


the result:

  • By comparing a knee surgery to scenarios older, active adults could relate to, they successfully understood the advantage of the XP Knee
  • 91% of research respondents said they would discuss the XP Knee with their physician
  • 78% of research respondents said they would visit the website for more info