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. 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.”

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.

Along with a documentary film (which was broadcast digitally) aimed at a broad target base, an OOH Campaign was conducted for future participants of the project, 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.