Back pain not only limits what you can do but it also limits who you are.
This concept sought to highlight issues that hinder the decision to get an operation - specifically those concerns that BioSpine can easily address through their unique surgical approach. We flipped the central idea that back pain reduces you to something much less than yourself and demonstrated how BioSpine can do more with less … eg. less recovery time, less time in surgery…etc.
For the campaign to be successful we needed to build out ideas that reflected situations that were commonplace and relatable. To show back pain as an everyday problem affecting everyday life, getting in the way of doing the things you love, the things that make you - you.