FUTURO, a provider of health supports and braces, has launched its latest integrated, content-led campaign that shines a spotlight on those everyday heroes who wear supports to assist with the pain relief of sore muscles and joints.

The 3M-owned brand’s #FUTUROHERO campaign leverages the insight that body pain affects 97 per cent of Australians, with over one third viewing body pain as a weakness.

Through emotive storytelling, FUTURO is encouraging Australians to instead see pain as sign of strength and not something they have to hide from others.

The campaign kicks off with the ‘Everyday Heroes’ content piece, conceptualised by Magnum & Co, and produced and filmed by Paper Moose.

It follows the journey of a father who strives to remain active for his family. He wears supports and braces to enable his morning jog, and his young son, who observes from a distance, mistakenly believes them to be part of his father’s superhero alter ego.

Paper Moose director Harrison Woodhead said: “It’s always a delight when a concept comes along that really tells a story and makes you feel something.

“Magnum & Co’s ‘Everyday Heroes’ had a clever brand integration, but it also had heart in spades, and we fell in love with the idea immediately.

“The film called for a cinematic approach to the story and visuals, which meant working with a great team and the right talent to bring it to life. We’re really proud of this piece of content.”

FUTURO’s brand manager for the ANZ region, Belinda Borg, said: “Many Australians who wear supports and braces sometimes see it as a weakness, and via our #FUTUROHERO campaign, we want to encourage them to see it as a sign of strength, less a ‘bandage’ and more a badge of honour.

“Our range of FUTURO supports and braces [are] designed to relieve pain and help everyday heroes live life to the full.”

The content piece, initially housed on Facebook, will be supported by a content seeding, social media and influencer marketing strategy led by Magnum & Co.

CREDITS

Agency: Magnum & Co

Client: FUTURO

ANZ brand manager: Belinda Borg

ANZ assistant brand manager: Alexis Rogers

Production: Paper Moose

Director: Harrison Woodhead

Assistant director: Stuart Beedie

Director of photography: Kieran Fowler

1st AC: Chris Braga

Art department: Reese Geronimo and Amber Theron

Production design:  Reese Geronimo and Amber Theron

Wardrobe:  Reese Geronimo and Amber Theron

Hair and make-up: Sarina Zoe

Grip: David Griffiths

Grip assist: Lubos Kulich

Gaffer: Tommy Hankinson

Original art work: Chris Yee

Gaffer assist: Will Suen

Producer: Jazz Twemlow

Colorist: Yanni Kronenberg

Actors: Scott Pirlo and Taylan Valentine