Quickie’s challenge was common, but its consumer base couldn’t be more unique. Quickie was known as the most highly prescribed wheelchair in the market, but was losing market share upon second prescription. Through extensive consumer research, we uncovered a message point that everyone could agree upon–paraplegics are heroes—and identified a unique creative approach to confidently express that sentiment. We brought Quickie’s new positioning to life with a cohesive campaign that completely disrupted the category through a fearless strategy anchored in the human endeavor. The tonality became the rallying cry for the brand, courageously challenging the status quo.