360i Creates ‘Adaptoys’ for the Christopher & Dana Reeve Foundation

By Erik Oster 

360i worked with the Christopher & Dana Reeve Foundation and AXIOS on a new campaign called “Adaptoys,” adapting technology to help those with paralysis actively play with children.

A video documenting the venture focuses on Donna Lowich, a grandmother of three young girls who sustained a spinal cord injury over 30 years ago that left her paralyzed from the neck down and former football player Eric Legrand, who became paralyzed when he fractured his C3C4 vertebrae while making a tackle in an October 2010 game. The video shows Lowich able to play with her granddaughters for the first time thanks to a pitching machine which was adapted for voice activation. Legrand, meanwhile, is excited to race RC cars with his nephews thanks to a remote control adapted so that he can use his mouth to drive the car. The video ends with a call for viewers to donate. 

The team hopes to raise $155,000 from the campaign, in order to build 100 of the “Adaptoy” race cars. Eventually, the goal is to give both “Adaptoys” a mass market release, so that they’re available for families living with paralysis.

360i actually approached the Christopher & Dana Reeve Foundation with the idea for the campaign, which it had been developing for a few years. Pierre Lipton, CCO at 360i told Adweek that the cause was a personal one for him, since his father grew up with a physical disability. “I think what the work brings forward is that the physical limitations sometimes become the emotional limitations in making this connection between the family member and the child, and that’s what we’re trying to overcome here,” he said. 


Client: Christopher & Dana Reeve Foundation
Agency: 360i
Technology Company: AXIOS NYC
Production Company: tinygiant
Post-Production: Fluid

360i Credits:
Chief Creative Officer: Pierre Lipton
Group Creative Director: Fabio Seidl
Creative Director: Corel Theuma
Creative Director: James Rogala
VP, Group Account Director: Deborah Korono
Account Supervisor: Maiko Kitagawa
VP, Innovation Technology: Layne Harris
Associate Creative Technologist: Alexis Moses
Senior Innovation Strategist: Fitz Maro
VP, Head of Production: Lucia Grillo
Head of Content Production: Sharon Harte
Senior Content Producer: Lorraine Schaffer
Senior Integrated Producer: Jamie- Leigh Florence
Associate Director of Influencer Marketing: Justin Riviera
Senior Social Publicist: Lauren Minella
Technical Director: Jameson Edwards
Front End Development: James Daly
Quality Assurance Testing: Paulie Srinuan

Axios NYC Credits:
Technical Director: David Yepez
Technical Director: Courtland Premo

tinygiant Credits:
Executive Producer: Veronica Diaferia
Director: Charlie Mysak
Director of Photography: David Vollrath
Producer: Ella Nuortila

Fluid Credits:
Editor: Jim Rubino
Assistant Editor: Dan Nassar
Producer: Meg Hall
Colorist: Shawn King
Audio: David Wolfe