Futuro Brand positions joint pain sufferers as ‘everyday heroes’ in new campaign
Health supports brand Futuro Brand is attempting to reduce stigma around muscle and joint pain in its latest content-led campaign by recasting those who wear supports and braces as heroes.
The PR-led ‘Everyday Heroes’ campaign by Magnum & Co, and filmed by Paper Moose, is told through the eyes of a little boy who believes he has discovered his dad’s superpowers with the child using his father’s braces as part of his superhero costume.
“They walk amongst us harbouring an injury. Everyday heroes unseen, unnoticed, except by those who love them,” are the only words used throughout the piece which sees the boy watch his father get up each day and put on knee and arms braces before going for a run
Belinda Borg, Futuro Brand manager ANZ, said in a statement: “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 is designed to relieve pain and help everyday heroes live life to the full.
Harrison Woodhead, Paper Moose director, said: “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.”
The campaign is set to roll out across Facebook, social media and influencer marketing strategies.
Credits:
- Client: FUTURO Brand
- ANZ Brand Manager: Belinda Borg
- ANZ Assistant Brand Manager: Alexis Rogers
- Director: Harrison Woodhead
- Assistant Director: Stuart Beedie
- Director of Photography: Kieran Fowler
- 1st AC: Chris Braga
- Art Department: Reese Geronimo & Amber Theron
- Production Design: Reese Geronimo & Amber Theron
- Wardrobe: Reese Geronimo & Amber Theron
- Hair & 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
- Cast – “The dad”: Scott Pirlo
- Cast – “The son”: Taylan Valentine
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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‘PR-led’ with no news value? What’s with posting it to the production company channels too? Almost all the shares are by Magnum staffers or the many credited in the release so just call this what it is, an ad housed on Facebook.
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