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.
Category
Use of Gaming as a Tool
Annual ID
OS25_GA018M
Background
This idea combines the National Hospital for Paraplegics in Toledo, which treats over 250 spinal cord injury patients annually but lacks driving rehabilitation equipment, with Ford Adapta’s expertise in adapted vehicles and Fordzilla’s virtual racing experience.
The challenge was to create a program to help patients regain the ability to drive. The solution is a partnership between Ford and the hospital to develop specialized rehabilitation equipment, merging Ford’s knowledge in adaptive vehicles and gaming. This will accelerate recovery and demonstrate Ford's commitment to inclusive mobility.
The challenge was to create a program to help patients regain the ability to drive. The solution is a partnership between Ford and the hospital to develop specialized rehabilitation equipment, merging Ford’s knowledge in adaptive vehicles and gaming. This will accelerate recovery and demonstrate Ford's commitment to inclusive mobility.
Creative Idea
Our idea was to create a unique driving simulator aimed at rehabilitating returning drivers, combining the physical controls of an adapted car with the gaming software of virtual driving.
This unique combination provided a safe and supportive environment for patients to learn and develop the new motor skills needed for driving an adapted car, while also rebuilding the confidence required to get back into a vehicle and drive again.
The simulator was integrated into the treatment program of National Hospital for Paraplegics, the leading specialist hospital treating patients with spinal cord injuries.
The idea is positive expression of Ford’s global brand promise of ‘helping people move freely and pursue their dreams’, making mobility inclusive and accessible for all.
This unique combination provided a safe and supportive environment for patients to learn and develop the new motor skills needed for driving an adapted car, while also rebuilding the confidence required to get back into a vehicle and drive again.
The simulator was integrated into the treatment program of National Hospital for Paraplegics, the leading specialist hospital treating patients with spinal cord injuries.
The idea is positive expression of Ford’s global brand promise of ‘helping people move freely and pursue their dreams’, making mobility inclusive and accessible for all.
Insights & Strategy
The custom-built Simulator needed to seamlessly offer both physical muscle development and a realistic driving experience.
Each component underwent meticulous design consideration: Touchpoints, materials, scalability, flexibility and inclusivity.
Adapted vehicle controls are customizable for individual patient needs, replicating real car weight and touch for motor skills development and strength building.
Haptic feedback controls deliver authentic driving sensations, with accurately weighted steering and a dedicated haptic vest for g-force and road sounds.
Each component underwent meticulous design consideration: Touchpoints, materials, scalability, flexibility and inclusivity.
Adapted vehicle controls are customizable for individual patient needs, replicating real car weight and touch for motor skills development and strength building.
Haptic feedback controls deliver authentic driving sensations, with accurately weighted steering and a dedicated haptic vest for g-force and road sounds.
Execution
The simulator is situated at the National Hospital for Paraplegics and was introduced to the hospital in a pilot program in Q1 2023, intended to complement the existing but general treatment program.
The doctors and therapists embraced the simulator as an additive, specialised piece of equipment, specifically focussing on driving.
The pilot success has led to permanent inclusion into the program and mobile experiences have been introduced to make the initiative accessible to those with limited mobility.
The doctors and therapists embraced the simulator as an additive, specialised piece of equipment, specifically focussing on driving.
The pilot success has led to permanent inclusion into the program and mobile experiences have been introduced to make the initiative accessible to those with limited mobility.
Results
The Simulator, originally introduced as a pilot, has become a permanent part of the hospital’s treatment program, estimated to treat approximately 250 patients a year.
Of the 200 patients that went through the pilot program, 21 have received their adapted car driver’s license.
Qualitatively, patients feel that the simulator has helped them approach driving and recovery more positively.
Doctors and treatment specialists at the hospital have embraced the initiative.
Ivan, one of the first patients to use the simulator, has gone on to become an ambassador of the program.
The impact goes beyond the hospital too:
A Transit van mobile experience simulator has been developed, allowing the program to spread beyond the single hospital.
Thanks to the simulator, Ford is looking to include handicapped players in their pro gaming team Fordzilla.
While this wasn’t designed for publicity, more than 50 news outlets have reported on the existence of the simulator.
Of the 200 patients that went through the pilot program, 21 have received their adapted car driver’s license.
Qualitatively, patients feel that the simulator has helped them approach driving and recovery more positively.
Doctors and treatment specialists at the hospital have embraced the initiative.
Ivan, one of the first patients to use the simulator, has gone on to become an ambassador of the program.
The impact goes beyond the hospital too:
A Transit van mobile experience simulator has been developed, allowing the program to spread beyond the single hospital.
Thanks to the simulator, Ford is looking to include handicapped players in their pro gaming team Fordzilla.
While this wasn’t designed for publicity, more than 50 news outlets have reported on the existence of the simulator.
2025 Awards
Total Points: 3
Merit
Credits
Agency
VML / Madrid
Client / Brand
Ford Motor Company
Agency In-House Production Company
Hogarth
Art Director
Agustin Gonzalez
Fernando Heredia
Chief Creative Officer
Bas Korsten
Jaime Mandelbaum
Manir Fadel
Copywriter
Hanely Jimeno
Creative Director
Eric Bech
Executive Creative Director
Adrian Rios
Daniel Pownall
Film Director
Santi Winer
Global Chief Creative Officer
Debbi Vandeben
Motion Designer
Marta Jagodzinska
Photographer
Brian Walker
Deputy Global Chief Creative Officer
Rafa Pitanguy
Regional Creative Director
Damian Kitowski
Account Executive
Belén Torres
Chief Creative Officer Ford Europe
Julian Watt
Chief Creative Officer, Experience & Innovation
Paulo Areas
Client Services Director
Nuria Arroyo
Communication Director
Cristina del Rey
Digital Account Management
Borja Ocejo
Global Chief Creative Officer - Ford
Jason Xenopoulos
Managing Director
Paula Vizcaino
Related Awards
