Hip Joint Anatomy

Anatomy of a Cannes Contender: Jay-Z Decoded

The idea: Put every page of the book into a real world location that in some way spoke to the content on that page. So, while some pages were splashed on billboards, others turned up in less expected locations--like the bottom of the pool at Miami’s Delano Hotel, on pool tables, in the lining of suits. (You can see 32 of the locations in this slideshow .) The campaign also included a Bing Maps-enabled scavenger hunt , allowing the audience to uncover clues as to the location of each page.

Here, Droga5 copywriter Adam Noel and art director Jon Kubik discuss some of the turning points in the multi-faceted campaign, which just took home the Outdoor Grand Prix at the Cannes Lions. 

1: Have two client briefs and one big idea. We almost made this impossible for ourselves right from the get-go, agreeing to take on two very different yet bold briefs and then coming up with one big idea that united them into a joint campaign. It was a balancing act for us, with twice as many opinions from two powerful corporations that usually get what they want, no matter what. RocNation and Microsoft are big brands, big reputations, big money. We needed to be nimble in order to make sure both clients were continuously obliged and at the same time respectful of our vision. Each needed the other and the idea was made all the better by the joint ambitions.

2: Keep the idea pure. The core idea was to drop every single page of the book out into the real world and then create an online experience that used Bing search and Bing Maps for people to locate all the pages. But the decision that really took it up another notch of difficulty was our choice to put the pages only in locations that were relevant to the content on each page. In essence, we couldn’t just buy a mass load of media and throw all the pages out in one hit like most campaigns do. There had to be a strategy and plan for each and every page; 300-plus media strategies all aimed to tell Jay-Z’s story right where it happened. And often the appropriate media just didn’t exist in these specific locations. As a result we had to create our own media.

Hip Model & Human Hip Joint Anatomy Models

Hip fractures are a very real part of the aging process, especially in Western civilizations. Each year approximately 1,600,000 hip fractures will occur worldwide with 51% of those occurring in Europe and North America. Women are more prone to hip fractures with 75% of the total number worldwide occurring in women over the age of 50. With this high level of occurrence, having the option to clearly show patients what a fracture is essential in any emergency room or patient treatment facility. Hip fractures can be very difficult for the average person to see on an x-ray or imaging film . It does take an experienced eye to sort out the many bony structures in the pelvis, especially on a flat, black and white X-ray. A better option is to use a hip joint model that clearly allows the patient to see what a normal hip looks like. This also allows the physician to point out, on a 3D model, exactly where the break has occurred. This visual representation will also be instrumental in discussion surgical corrective procedures such as full or partial hip replacements. There are three different types of hip joint model options that are very useful when discussing issues with patients. The simplest and most streamlined option is the basic hip joint model. This includes the top part of the femur along with the hip joint itself and the corresponding side of the pubis bones. As with most medical anatomical models the right side is typically represented in these 3D models , but custom models may also be possible through specific companies. The simplicity and clarity of this model is perfect for working with patients that need to understand the basic anatomy of the hip joint but may not need additional specific information about the associated musculature. A slightly more complex hip joint model will include the overlying muscle. It is the same basic model as the simple hip, but the muscles that keep the joint in place are clearly defined on the module. For easy determination and identification the muscles are striated in appearance and are red in color, contrasting sharply with the cream color of the hip bones. This model is ideal for discussing muscle damage, surgical recovery, and muscle regeneration after surgery as well as ligament damage that may occur with some types of trauma. The third type of model is an excellent companion model to the healthy hip joint models mentioned above. It is an arthritic hip model that shows the specific damage and injury that degenerative joint disease , bone spurs, fracture and erosion of the joint can cause to a healthy hip. By comparing the smaller sized diseased or damaged hip joint model miniatures to the healthy hip, the physicians message becomes very clear to the patient. These models are small in size and can easily fit on a desk, counter or on a display case. Using the hip joint model options with the accompanying information cards is a simple way to help your patients understand their diagnosis and why treatment is essential. MSEC remains dedicated to providing the very best and the very latest in medical supplies and equipment.  We never cease to be on the lookout for the latest innovation that will benefit both our many clients and the patients they dedicate their lives to caring for.  If you have any difficulty finding your choices in our vast inventory, call our customer service at 1-877-706-4480 to speed up your order or to make a special request.  We are always happy to help you.

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