Why is this work relevant for Brand Experience & Activation?

This automobile brand pursues progress for all humankind, going beyond driving. The brand pursues real-life experience of new mobility technology, instead of only showing it through some kind of manifesto or planned-out advertisement.

Background

Nine out of ten people with disabilities are not born with disabilities but rather develop a disability later in life. Automobile accidents are one of the big main causes for these types of disabilities. This brand, fulfilling a responsibility that automobile companies shouldn‘t ignore, has developed a new mobility solution.

Describe the creative idea (20% of vote)

All parents in worldwide remember their child’s first steps as a heart-pounding moment. For parents whose children can no longer walk due to a car accident, this memory may no longer be quite as happy, so the brand decided to offer these people and their families a chance for “Second First Steps”.

Describe the strategy (20% of vote)

We selected a disabled national archer, who is paralyzed from the waist down as a result of a car accident, and his parents as the first participants of the project. The moment they experienced the Second First Steps was filmed as a documentary film instead of a pre-planned advertisement.

Describe the execution (30% of vote)

Along with a documentary film (which was broadcast digitally) aimed at a broad target base. Additionally, OOH Campaign was conducted by showing a pictogram in a handicap sign taking “new first steps”, and seeking others from among the general public who may become future participants of the project.

List the results (30% of vote)

The film gained the support of people and the media around the world. There was an overwhelming global response to Second First Steps. As of June 24, the number of video views on YouTube reached 42,436,794. In addition, this film inspired many others at London’s Piccadilly Circus.