The natural selection.

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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. 

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2013 CANNES LION WINNER

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