THISABLES

IKEA / MCCANN TEL AVIV + McCann / Tel Aviv + McCann Worldgroup + McCann / Tel Aviv + McCann Worldgroup
CREARCHIVE Score
188
IKEATHISABLES2019
Case Film
BrandIKEA
AgencyMCCANN TEL AVIV + McCann / Tel Aviv + McCann Worldgroup + McCann / Tel Aviv + McCann Worldgroup
Award ShowCannes Lions
CategoryINTEGRATED
Year2019
CountryUnknown
Description

About the Work 1 in 10 people in Israel suffer from serious disabilities, struggling with the most basic home activities: turning on the light, getting up from bed or opening a closet. IKEA’s closets, too, unfortunately. For them, IKEA furniture may be affordable, popular and beautiful - but many times, it’s also unusable. We have developed a range of add-ons conceived to solve the most common problems, and work with the iconic products of IKEA: sofa elevating-legs for easier ascend, lamp button-enlargement, super-zipper for pillows-covers. Thus, we optimized our user experience by simplifying it to the fullest: free and easy download and assemble with IKEA furniture. ThisAbles project hacks the iconic home-furniture giving access to IKEA’s designs in an affordable and easily accessible format: using 3D printed, open-source solutions. To make it truly accessible, we made the add-ons completely free: open-source, available to 3D print, from anywhere in the world. Additionally, to make it even easier we added a full web-series of video-tutorials. For those who wished to experience the products up close, we opened the first-ever accessible space, in the IKEA stores.

Awards
  • • Cannes Lions — General — Grand Prix
  • • The One Show — Innovation in Design — Gold Pencil
  • • The One Show — Innovation in Health & Wellness — Gold Pencil
Credits
AgencyMcCann Tel Aviv / Tel Aviv McCann Worldgroup
ProducerEmmanuelle RazMeital ZeeviJeremy Reichman
FreelancerAccess Israel / Israel Milbat NGO / Israel TOM Organization / Israel
StrategistKeren Goldenzweig
Account TeamMichal PopovBat El AssyagSapir Zagury-GevaYuval WagnerMichal RimonNachman PlotinzkyYael Shaked BregmanMariana Ben DavidTomer FadaelTom Organization
Art DirectorDana MoshkowitzKfir PeretzCatalin Paduretu
Creative TeamEldar YusupovIdan KravitzYiftach SarigCarmen BistrianCorina Nica
Executive ProducerNeva Zerah
Creative TechnologistEddie Goldenberg
Chief Creative OfficerEldad WeinbergerNadav Pressman
Executive Creative DirectorSigal AbudyAdrian BotanCatalin DobreSanjiv MistryJamie Mietz
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