Ottobock Product Campaign
for computer-controlled prosthetic knees
Otto Bock Healthcare, established in 1919 in Berlin as Orthopädische Industrie GmbH is a global market leader in prostheses and orthotics. The campaign “Great Partnerships. Great Stories” developed by Edenspiekermann specially for the US market showcases the relationship of an amputee and his technician as they fine-tune the fit of a C-Leg® micro-processor knee and experience the features and possibilities of walking with this hi-tech prosthesis.
The campaign includes advertisements, billboards, printed material for trade fairs, brochures and a microsite with user experiences, product information, links, recommendations and dialogue functions for technicians – an important target group – as well as existing or potential C-Leg® patients.
The conceptual starting point was easy; realising it was intense and highly emotional. Edenspiekermann and the Otto Bock team worked together to find two protagonists in three different American cities to tell their stories. We directed photography and film interviews in Minneapolis, Minnesota; San Francisco, California; and Oak Park, just outside of Chicago, Illinois. Each city provided a unique backdrop to the stories told. Real Otto Bock users tell their own stories – believable, emotional, authentic. The result is a campaign that works.
Capturing and sharing stories is a powerful way to show how Otto Bock products can improve mobility. Susanna and her team at Edenspiekermann have a passion for authenticity, combined with curiosity, that enhances the way we think about the people whose lives we touch.
Karen Lundquist, Director of Communication, Otto Bock North America
At the heart of the campaign is the fact that the often long recovery process to a life of freedom of movement is intensively accompanied by the patient's orthopaedic technician. Family and friends also share in the healing, courage and learning required through such a transition. A series of movies give authentic voice to those in the recovery process and proof of living a full and mobile life.
Photography by Timothy Archibald and videography by Matt Ehling. Lead image: Ed of Lezza’s Spumoni and Desserts, Bellwood, Illinois.