Short List
ClientTESS CO., LTD.
Product / ServiceCOGY
CategoryA01. Innovative Technology
Idea Creation TESS Sendai, JAPAN
Idea Creation 3 TBWA\HAKUHODO Tokyo, JAPAN
Media Placement TBWA\HAKUHODO Tokyo, JAPAN

The Campaign

For many patients, a life with a wheelchair means a life of giving up on the possibility of ever walking again. Our strategy was aimed at this very psychology. 1. An entirely different positioning to other wheelchairs. “The wheelchair for those who still believe” established as product proposition. This also act as a tagline and tells patients that they have a new option, rather than giving up on their legs. 2. Attained reliability and trustworthiness by collecting and conveying the real voices of COGY users.

Creative Execution

Uniqueness of COGY’s Design: Pronouncedly low seating to stimulate the primitive motor reflex, and super light pedals. How it works: 1. Only the slightest push from one leg makes the pedals move forth. 2. This movement stimulates the primitive motor reflex in the spinal cord. 3. This movement stimulates a reflex response in the other leg and pedaling begins. 4. Reflexes are a reaction latent in all humans. For example, babies who have yet to learn to walk have an automated reflex that makes their legs move in a walking motion.

COGY allows the users themselves to harness the reflexes in their own legs to propel themselves forth. This product is challenging the traditional electric wheelchair market with their entirely new innovation. COGY offers two rehabilitation possibilities for the users. First is physical rehabilitation, while the second is psychological rehabilitation. The hope that COGY gives its users means they have a renewed zest for life, and happiness. Some users even expressed renewed ambitions such as traveling around Japan or going back to work. Units sold increased to more than twice from the year before, with more and more patients switching to COGY. Recognition of COGY spread overseas, which included a query from Stanford University’s medical research bodies.

COGY is a product that will revolutionize the wheelchair industry. 1. Wheelchairs, and their original form can be traced back 2,600 years. For this whole time, the wheelchair has not evolved being a support mechanism that allows mobility for immobile persons. COGY is the first time ever where a wheelchair allows users to pedal by harnessing and using their own leg. 2. Rehabilitation is lengthy and arduous for the patients. However, with COGY, your body can undergo rehabilitation while enjoying the fun and renewed hope of moving yourself, with your very own legs.


Name Company Position
Kenji Suzuki TESS CEO
Chieko Ito TESS Head of Secretarial Section and Community Contribution Staff
Junichi Tarumi TESS Sales Divison Distribution Promotion Office Chief Manager
Yasunobu Handa Tohoku University Professor Emeritus
Ryuichi Iihoshi M2 Design Product Designer
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Satoshi Chikayama TBWA\HAKUHODO Creative Director
Yuki Tokuno TBWA\HAKUHODO Art Director
Hyewon Choi TBWA\HAKUHODO Designer
Hiroshi Yamazaki TBWA\HAKUHODO Copywriter
Yuta Enoki TBWA\HAKUHODO Designer
Yoku Ishida TBWA\HAKUHODO Copywriter
Kazuaki Kuribayashi TBWA\HAKUHODO Buzz Machine
Issei Ishikura TBWA\HAKUHODO Creative Technologist
Satoshi Suzuki TBWA\HAKUHODO Account Director / Digital Communication Director
Toshiatsu Kobayashi TBWA\HAKUHODO Account Director
Akiko Onodera TBWA\HAKUHODO Agency Producer
Chikako Nagai TBWA\HAKUHODO Agency Producer
Yusuke Yamanaka AID-DCC Producer
Takanobu Noso AID-DCC Developer
Hidemitsu Yokoi GEEK PICTURES Producer
Kenichi Sumide Freelance Movie Director
Takayuki Niwa SPIRITS Inc. Movie Director
Takahiro Kojima Hakuhodo Product’s Photographer
Koji Togoe Hakuhodo Product’s Producer
Yasuko Furukawa Hakuhodo Product’s Photographer
Masakazu Hirata Hakuhodo Product’s Photographer
Ryo Ito Hakuhodo Product’s Retoucher
Eunhee John AOI Pro. Inc. Colorist
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