Cogy: Cogy Wheelchair [image]

Credits & Description:

Title: Cogy Wheelchair
Agency: Tess, Tbwa\Hakuhodo, Tohoku University
Brand: Tess Co., Ltd.
Country: Japan
Entrant Company: Tbwa\Hakuhodo, Tokyo
Advertising Agency: Tess, Sendai / Tbwa\Hakuhodo, Tokyo / Tohoku University, Sendai
Media Agency: Tbwa\Hakuhodo, Tokyo
Pr Agency: Tbwa\Hakuhodo, Tokyo
Production Company: Geek Pictures, Tokyo
Chief Creative Officer: Kazoo Sato (Tbwa\Hakuhodo)
Copywriter: Hiroshi Yamazaki (Tbwa\Hakuhodo)
Designer: Choi Hyewon (Tbwa\Hakuhodo)
Designer: Yuta Enoki (Tbwa\Hakuhodo)
Ceo: Kenji Suzuki (Tess)
Head Of Secretarial Section And Community Contribution Staff: Chieko Ito (Tess)
Sales Division Distribution Promotion Office Chief Manager: Junichi Tarumi (Tess)
Professor Emeritus: Yasunobu Handa (Tohoku University)
Product Designer: Ryuichi Iihoshi (M2 Design)
Creative Director: Satoshi Chikayama (Tbwa\Hakuhodo)
Art Director: Yuki Tokuno (Tbwa\Hakuhodo)
Copywriter: Yoku Ishida (Tbwa\Hakuhodo)
Buzz Machine: Kazuaki Kuribayashi (Tbwa\Hakuhodo)
Creative Technologist: Issei Ishikura (Tbwa\Hakuhodo)
Account Director / Digital Communication Director: Satoshi Suzuki (Tbwa\Hakuhodo)
Account Director: Toshiatsu Kobayashi (Tbwa\Hakuhodo)
Agency Producer: Akiko Onodera (Tbwa\Hakuhodo)
Agency Producer: Chikako Nagai (Tbwa\Hakuhodo)
Producer: Hidemitsu Yokoi (Geek Pictures)
Movie Director: Takayuki Niwa (Spirits Inc.)
Photographer: Takahiro Kojima (Hakuhodo Products)
Producer: Koji Togoe (Hakuhodo Products)
Photographer: Yasuko Furukawa (Hakuhodo Products)
Retoucher: Ryo Ito (Hakuhodo Products)
Pr: Takahiro Miura (Tbwa\Hakuhodo)
Photographer: Masakazu Hirata (Hakuhodo Products)
Movie Director: Kenichi Sumide (Freelance)
Colorist: Eunhee John (Aoi Pro. Inc.)
Producer: Yusuke Yamanaka (Aid-Dcc Inc.)
Developer: Takanobu Noso (Aid-Dcc Inc.)
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.
Campaign 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.
Synopsis:
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
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.