Invacare: Style is forever by OPX

Integrated design consultancy OPX has launched a new creative campaign for Invacare, the market leader in mobility scooters. Challenging preconceptions around ageing and what a scooter user ‘should’ be, OPX brings energy and passion to the mobility category with its ‘Style is Forever’ campaign.

OPX was briefed to launch a new generation of two of Invacare’s most well-known scooters, the Orion and Comet, and attract end users direct into dealerships with a make and model in mind, much as they would with a car or motorcycle.

In response, OPX developed ‘Style is Forever’, an inspirational campaign with a bold visual style and confident tone of voice that employs six larger than life characters who embody the positioning. They are drawn from across Europe to resonate with Invacare’s customers in an authentic, yet fun way. From Valentin who looks scary but is really a big softy who loves his Chihuahua Mango, to Betty whose days on the catwalk mean she’s a fashionista with a sharp eye for design.

The characters inspire by showing how the new scooters help them lead rich and full lives; and inform by showing the benefits and attributes of the new scooters through the stories they tell. Like the characters themselves, the visual style has bags of personality and is deliberately retro to stand out from the accepted expectations of the sector.