Originally Published MX September/October 2005

ADVERTISING, DISTRIBUTION, & SALES

The tag line that resulted from the collaboration was short and to the point: Join the Movement. And that is what orthopedic giant Smith & Nephew Inc. (Memphis) had done when it teamed with Archer/Malmo Inc. (Memphis) on a global initiative aimed at establishing Smith & Nephew as the leader in advanced bearings for hip replacement and resurfacing.

The print campaign by Archer/Malmo for Smith & Nephew won a silver award in the 2005 In-Awe competition. Photo courtesy Archer/Malmo. (click to enlarge)

"Join the Movement is a rally call to surgeons to join the Smith & Nephew team," says Erin Reynolds, a senior account executive at Archer/Malmo. The tag line was also a nod to the benefit that advanced bearings can provide: superior joint movement.

Smith & Nephew is the only company in the world to offer all-advanced-bearing orthopedic solutions—the Oxinium femoral heads and total hip resurfacing—and the creative heads at Archer/Malmo wanted that fact known to surgeons.