This global leader in medical device manufacturing for the spine channel was looking for a way to increase its visibility at one of the world’s largest spine surgeon conferences, as well as promote some of its newest technologies. The company needed a powerful statement that—like the company’s thinking—was breakthrough and no surgeon could possibly miss. Our solution was a strategically located billboard that every surgeon in attendance would have to drive past as they approached the convention center. These bold departures from the traditional approach to medical marketing not only helped generate inquiries about the device, but also helped create a buzz about the company.