The natural selection.
What happens when you need to sell consumers on the difference between a natural-feeling circular motion knee replacement versus the awkward-feeling oval motion of most traditional knee replacements?
You create a world of ovals that looks and acts differently than the natural world of circles people are used to — without CGI.
You also rebrand a product known as "Triathlon" (but has nothing to do with athletic prowess) as the more friendly and apt-sounding GetAroundKnee.
2013 CANNES LION WINNER