Turning everyday injuries into a symbol of the extraordinary.
As part of a new campaign for sports support gear, Futuro wanted a way of repositioning their products so that they weren’t a symbol of weakness or shame. How do we draw on support gear’s purpose without reinforcing the idea of injury?
Magnum & Co approached us with a video concept, centred around a father trying to hide his injuries from his son by putting on his sports supports and going jogging early in the morning. An eery similarity to a comic book leads the son to think his dad is hiding a secret, superhero identity.
Hidden secrets aren’t unique to people who feel a bit of shame in needing a bit of extra help to stay active: superheroes keep secrets too. It was this insight that allowed us to shift the perception around injuries and support. They’re part of a secret identity, making us heroes in our own way.