Cannes Lions
TBWA\HAKUHODO, Tokyo / TESS CO., LTD. / 2017
Overview
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Description
For many patients, a life with a wheelchair means a life of giving up on the possibility of ever walking again. In fact, rehabilitation in Japanese clinics and hospitals deems users are wheelchair bound at all times when in hospital. Also, “full recovery” is only defined when everyday life actions can be performed once more with no limitations while in a wheelchair.
We wish to deliver joy and hope to users, that they too can move their own legs with their own will. Born from this wish was the development of COGY.
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.
Outcome
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.
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