Awards: Grand Prix
Entry code: Z15028GD19
Agency: McCANN TLV
Advertiser / client: IKEA

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: 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


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