26/02/2026
Two years. Four cities. One powerful launch.
Over the past two years, the Awesomesauce team, led by James and Mark, partnered with Permobil to create a campaign built around one simple belief: independence looks different for everyone. The three-month campaign officially went live this week.
From the initial concept and naming of the campaign, through to defining the visual identity and leading the art direction on set, this has been one of the most creatively and strategically ambitious projects we’ve delivered since Awesomesauce launched 5.5 years ago.
We travelled to London, Madrid, Munich and Lyon to capture the real lives of four manual wheelchair users, telling stories that deserved to be seen, heard and celebrated.
But this wasn’t just about creating a film.
We built a fully integrated European campaign from the ground up: developing a central landing page experience, producing a hero film, crafting individual user stories and supporting video content, rolling out an organic social campaign across Europe, activating paid Meta campaigns across Italy, France and Germany, and delivering a coordinated internal launch through intranet and email communications alongside targeted user email comms.
From strategic positioning to creative ex*****on to launch, our team has been involved at every stage.
We’re incredibly proud to work with a brand like Permobil, a brand whose products and purpose genuinely change lives. Over the course of this project, we’ve learnt so much about wheelchair users, accessibility and what “living without limits” truly means.
Huge credit to James, Mark and the entire Awesomesauce team and to Permobil for trusting us with stories that matter.
