THE CLIENT: Stryker

THE BRIEF: Create a new promotional concept for Stryker Spine, to be launched at Eurospine.

CREATIVE INVOLVED: Concept design, exhibition design, literature design, digital.

Why?

Stryker successfully promoted their Spine franchise with the ‘library’ concept created by Surreal for launch at the Eurospine event. The following year, they wanted to progress the concept but give it a fresh perspective to engage consumers as much as the first campaign had the previous year.

Who?

The refreshed Spine solution had to appeal internally to the Spine team (including the sales team) and externally to surgeons.

How?

•  By creating ‘the next chapter in Spine’ to give the brand continuity in concept, but also creating a new, fresh visual identity for the franchise.

•  By creating various collateral to give away to promote Stryker Spine.  

•  By creating a Spine Experience at Eurospine, including the exhibition stand and a 3D tunnel telling the story of Spine.