Why is this work relevant for Media?

By using TV broadcasts, cinema and outdoor media, this brand realizes its vision of pursuing progress for all humankind, reaching beyond the areas typically explored by automobile companies. The brand has created a new mobility technology, turning vision into reality, instead of promoting a manifesto 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. The brand offers new mobility to return the precise time they lost due to their car accident.

Describe the creative idea / insights (30% 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 at “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 (20% of vote)

Along with a documentary film (which was broadcast digitally) aimed at a broad target base. Additionally, an OOH Campaign was conducted for future participants of the project by showing a pictogram in handicap signage taking “new first steps”.

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.