Amidst numerous automobile companies competing to lead future mobility technology, this brand focuses on the people for which freedom of mobility is the most difficult to attain.

All parents worldwide remember their child’s first steps as a heart-pounding moment. This brand gives the gift of 2nd First Steps to people with disabilities and their families, who may not remember their loved one’s first steps with joy.

Using the key phrase of “first steps,” a concept that almost everyone can relate to, the brand effectively conveys the message of the campaign and the intention of the brand to the general public and actual people with disabilities, who will become the next participants of the project.

Along with a documentary film (which was broadcast digitally) aimed at a broad target base, an OOH Campaign was conducted for actual people with disabilities, showing a pictogram in handicap signage taking “new first steps.”

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.

The final goal is to allow patients paralyzed from the waist down to use MEX to engage in daily life activities anywhere from their hospitals to their homes. Clinical testing for MEX was conducted in 2019 for a total of eight months and was successfully completed. The results and feedback of these tests are being used to develop future versions of MEX.