DJO looked to ParkerWhite, their go-to agency for product launches, for a medical device product launch strategy and execution. They needed to gain market share within the competitive “off-the-shelf” brace category and defend against new competitors and new technology. They wanted to find a way to break away from product commoditization to develop a premium positioning in the market. The FullForce campaign was created to make an emotional connection with consumers and give them a reason to buy beyond product features and benefits. A rich background story highlighting the amazing professional athletes who only wear DJO braces added a human element to an otherwise purely functional product. This fostered brand affinity and inspired people to choose DJO to help them return to the physical activities they love.