The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Interactive

Adaptoys

Agency 360i / New York + Axios NYC / New York

Client Christopher & Dana Reeve Foundation
BACK TO RESULTS

Annual ID

OS_IN17091M

About the Work

While advancements in technology have adapted everything from homes to automobiles so that people with physical disabilities can carry out daily activities, one area of life has been largely overlooked: play. We wanted to make it possible for people living with paralysis to rejoin playtime. We created Adaptoys utilizing technologies like voice activation, motion sensors and sip-and-puff assistive technology. We designed and built prototypes of two toys, a remote-controlled car and a baseball pitching machine, and launched a crowdfunding initiative so that we could produce them on a larger scale. To introduce Adaptoys, former Rutgers football player Eric LeGrand, who was paralyzed from the neck down in a game, illustrates the impact these toys can have in a compelling film as he plays with his nephews. The campaign generated 450+ media placements and sparked a conversation about the need to utilize technology in the development of accessible products.