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OOH

Ortho Express

Ortho Express billboard: Hey guys, watch this! Walk-in injury care.
Hey guys, watch this!
Ortho Express billboard: I am lifting with my legs. Walk-in injury care.
I am lifting with my legs.
Ortho Express billboard: Can you toss me a hammer? Walk-in injury care.
Can you toss me a hammer?
Situation

Launch OrthoExpress, a walk-in clinic for orthopedic injuries in Rockford, IL.

Exploration

Instead of empty declarations of 'compassionate care' and stock imagery of people in casts, we focused on famous last words or weekend warriors and DIYers.

Culmination

A memorable campaign that got people's attention and drove minor injuries WAY up. (jokes)