• SUB CATEGORY :
    PRODUCT DESIGN: CONSUMER PRODUCTS
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • TITLE :
    COGY WHEELCHAIR
  • BRAND :
    COGY
  • ADVERTISER :
    TESS
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF EXECUTIVE OFFICER :
    KENJI SUZUKI
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • CREATIVE DIRECTOR :
    SATOSHI CHIKAYAMA
  • COPYWRITER :
    HIROSHI YAMAZAKI/YOKU ISHIDA
  • ART DIRECTOR :
    YUKI TOKUNO
  • CHIEF SALES MANAGER :
    JUNICHI TARUMI
  • ACCOUNT DIRECTOR :
    SATOSHI SUZUKI/TOSHIATSU KOBAYASHI
  • DESIGNER :
    HYEWON CHOI/YUTA ENOKI
  • PRODUCT DESIGNER :
    RYUICHI IIHOSHI
  • COMMUNITY CONTRIBUTION :
    CHIEKO ITO
  • PROFESSOR EMERITUS :
    YASUNOBU HANDA
  • AGENCY PRODUCER :
    AKIKO ONODERA/CHIKAKO NAGAI
  • FILM PRODUCTION COMPANY :
    GEEK PICTURES INC., TOKYO
  • DIRECTOR :
    KENICHI SUMIDE/TAKAYUKI NIWA
  • FILM PRODUCER :
    HIDEMITSU YOKOI
  • PRODUCER :
    YUSUKE YAMANAKA (AID-DCC)
  • DEVELOPER :
    NOSO TAKANOBU (AID-DCC)
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PHOTOGRAPHER :
    TAKAHIRO KOJIMA/YASUKO FURUKAWA/MASAKAZU HIRATA
  • RETOUCHER :
    RYO ITO
  • PRINT PRODUCER :
    KOJI TOGOE
  • PLANNER :
    KAZUAKI KURIBAYASHI/ISSEI ISHIKURA/TAKAHIRO MIURA/
    EUNHEE JOHN (TBWA\HAKUHODO)
  • BACKGROUND OVERVIEW :
    COGY IS A PRODUCT THAT WILL REVOLUTIONIZE THE WHEELCHAIR INDUSTRY. THERE ARE APPROXIMATELY 2 MILLION IMMOBILE PATIENTS IN JAPAN WHO REQUIRE REHABILITATION BUT GIVE UP ON IT. THESE PEOPLE ARE KNOWN AS ‘REHABILITATION REFUGEES’ IN JAPAN. FOR THEM, WHEELCHAIRS ARE MERE “SUPPORT TOOLS” THAT WILL ASSIST THEM IN MOBILITY. FOR THE PAST 2,600 YEARS, THIS FACT HAS BEEN THE CONVENTION OF THE WORLD. CAN THIS REALITY NOT BE CHANGED? COULDN’T YOUR WHEELCHAIR BE THE KEY TO HELP YOU MOVE YOUR LEGS AGAIN? THE COGY PROJECT HAS STARTED TO DELIVER THE JOY OF MOBILITY ONCE MORE TO THESE PEOPLE. COGY IS THE FIRST TIME EVER WHERE A WHEELCHAIR ALLOWS USERS TO PEDAL BY HARNESSING AND USING THEIR OWN LEG. COGY ALLOWS THE USERS THEMSELVES TO HARNESS THE REFLEXES IN THEIR OWN LEGS TO PROPEL THEMSELVES FORTH. COGY OFFERS TWO REHABILITATION POSSIBILITIES. 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. UNITS SOLD INCREASED TO MORE THAN TWICE FROM THE YEAR BEFORE. RECOGNITION OF COGY SPREAD OVERSEAS, WHICH INCLUDED A QUERY FROM STANFORD UNIVERSITY’S MEDICAL RESEARCH BODIES.