OrthoCarolina Broken Billboard Campaign
OrthoCarolina is the nation’s leading independent academic orthopedics practice with numerous locations in North Carolina. Traditionally, Ortho used out of home advertising for directional purposes. This time, they were open to trying something a bit… different.
After spending hours in a brainstorm, it was decided that in its simplest form, Ortho takes what is broken and fixes it. Clearly, we needed to break some billboards and fix them. Several orange broken billboards appeared all over the city. For two weeks, news was questioning them, people were speculating via social media and Adams Outdoor received several calls explains their boards were broken.
Weeks later, OrthoCarolina fixed the boards with stitches, casts and slings. Both the client and the public were thrilled with the reveal. Ortho claimed their space in the market as innovative, local and trusted. Here is the process:
