Entry code: Z15028GD19Agency: McCANN TLVAdvertiser / client: IKEA
Group: Z Social Good, Z15 Profit social good

Campaign idea

ThisAbles by IKEA: democratizing home-furniture for people with disabilities with 3D printed add-ons. After realizing people with disabilities wish to be able to enjoy the same IKEA items, like everybody else, we decided it’s time to hack our own furniture.we developed 13 add-ons to our most essential products, that are available to download and 3D print on our special website Free for everyone everywhere.Each add-on solving a different accessibility issue: Sofa elevating-legs for easier ascend, lamp button-enlargement. For those who wish to watch and experience these add-ons, we constructed the first-ever accessible space in IKEA store in Israel, and prepared a full web-series of video-tutorials for each add-on.

  • Brand name: IKEA
  • Advertiser / client: IKEA
  • Product / service: Retail / Furniture
  • Campaign name: ThisAbles
  • Agency network: MCCANN WORLDGROUP
  • Agency: McCANN TLV
  • Web address:
  • Executive creative director: Eldad Weinberger, Nadav Pressman, Sigal Abudy, Adrian Botan
  • Creative director: Catalin Paduretu
  • Art director: Dana Moshkowitz, Kfir Peretz
  • Copywriter: Eldar Yusupov, Idan Kravitz, Yiftach Sarig
  • Account director (agency): Michal Popov
  • Client account director: Bat El Assyag, Sapir Zagury-Geva
  • Managing director: Carmen Bistrian
  • Strategic planner / strategist: Keren Goldenzweig
  • Pr director: Corina Nica
  • Film production: Sanjiv Mistry, Jamie Mietz, Jeremy Reichman
  • Agency producer: Neva Zerah, Emmanuelle Raz
  • Digital production: Meital Zeevi
  • Digital creative: Eddie Goldenberg
  • Additional company: Access Israel: Yuval Wagner, founder of Access Israel Michal Rimon, CEO Access Israel Milbat NGO: Nachman plotinzky, Milbat general manger Yael shaked bregman, Deputy general manager Mariana ben david, Industrial designer,milbat Tomer Fadael, Industrial designer,milbat