Personal mobility "WHILL" wheelchair → Redefined as a new lifestyle proposition that promotes social activities
"WHILL" is a new vehicle developed to redefine the wheelchair as an innovative personal mobility device that anyone would want to ride. This was similar to how people view eyeglasses, which were first created as a welfare device but eventually became fashion items.
Honda Office was in charge of developing a narrative and directing PR to change the perception of "WHILL," which was first inevitably perceived as "welfare equipment." We presented the benefit of "being able to move around at will" and transformed the perception of "WHILL" into an entity that offers a new lifestyle that broadens users' range of social activities.