The brief: Create a series of patient videos to create awareness of the benefits of joint replacement therapy for sufferers of knee and hip problems.
Floyd Landis is a former professional cyclist and winner of the Tour de France. Landis received a hip replacement procedure after years of competitive cycling and several serious injuries due to crashes left him unable to compete and with severe lifestyle restrictions. He returned to competitive racing after his surgery. Landis’ eventual admission of using performance enhancing drugs ended his appearance in the campaign.
Potential joint replacement patients were exposed to more than two years of patient stories intended to help them realize the benefits of surgical joint replacement.