Anatomical Concepts (ACUK) was founded in the UK by a group of clinicians and engineers. As compassionate experts in the field of rehabilitation, ACUK use pioneering technologies to transform the everyday lives of those suffering from a range of mobility disabilities.

Having previously developed the ACUK brand, they now looked to launch their latest product – the Tek-RMD, a high-spec, fully motorised wheelchair.

On paper, the Tek-RMD is incredibly sophisticated bit of kit – taking the user from a seated position, and elevating them into a standing position, whilst also being capable of travelling off-road. And with a turning circle that could rival a black hack, the Tek-RMD would open up a world of mobility. It could even be life changing…

But with low-awareness of the ACUK brand and the impact their products could make, sales were stalling. Focusing on cold, tech features, previous campaigns only targeted clinicians and care givers, missing the vital audience - the user.

An awarness campaign was developed, built around the language platform ‘Life. Elevated’ Avoiding the usual tech-speak and putting the focus solely on the emotional benefits. The brands warmer tone of voice was developed, creating messaging that enabled the user to imagine what life could be like - and on their own terms.

Using candid photography and a graphic language inspired be the user, the campaign sought tell a series of human stories - from the big life events, to the smallest of interactions. All possible thanks to the Tek-RMD.

Language platform
Campaign concepts
Photography art direction
Animation direction

Agency — Good
Role — Design Director
Campaign still photography – Reuben Paris
Campaign set styling – Laura Sawyer
© Good