Title | THISABLES |
Brand | IKEA |
Product/Service | DEMOCRATIZING HOME-FURNITURE FOR PEOPLE WITH DISABILITIES WITH 3D PRINTED ADD-ON |
Category |
A03. OTC Products/Devices |
Entrant
|
McCANN Tel Aviv, ISRAEL
|
Idea Creation
|
McCANN Tel Aviv, ISRAEL
|
Media Placement
|
McCANN Tel Aviv, ISRAEL
|
PR
|
McCANN Tel Aviv, ISRAEL
|
Production
|
McCANN Tel Aviv, ISRAEL
|
Credits
Sigal Abudy |
McCann TLV |
VP Creative |
Eldad Weinberger |
McCann TLV |
CCO |
Nadav Pressman |
McCann TLV |
CCO |
Adrian Botan |
McCann Europe |
VP Creative |
Eldar Yusupov |
McCann TLV |
Copywriter |
Dana Moshkowitz |
McCann TLV |
Art Director |
Kfir Peretz |
McCann TLV |
Art Director |
Eddie Goldenberg |
McCann TLV |
Creative Technology |
Idan Kravitz |
McCann TLV |
Copywriter |
Yiftach Sarig |
McCann TLV |
Copywriter |
Michal Popov |
McCann TLV |
VP Clients |
Bat El Assyag |
McCann TLV |
Account Supervisor |
Sapir Zagury-Geva |
McCann TLV |
Account Manager |
Neva Zerah |
McCann TLV |
VP Production |
Emmanuelle Raz |
McCann TLV |
Producer |
Meital Zeevi |
McCann TLV |
Digital Producer |
Keren Goldenzweig |
McCann TLV |
Strategic Planner |
Catalin Dobre |
McCann Bucharest |
VP Creative |
Carmen Bistrian |
McCann Europe |
CEM |
Sanjiv Mistry |
McCann London |
ECD |
Jamie Mietz |
ECD |
McCann London |
Catalin Paduretu |
McCann Bucharest |
Art Director |
Jeremy Reichman |
McCann London |
Producer |
Corina Nica |
McCann Bucharest |
Corporate PR Executive |
Yuval Wagner |
Access Israel |
founder |
Michal Rimon |
Access Israel |
CEO |
Nachman plotinzky |
Milbat NGO |
general manger |
Yael shaked bregman |
Milbat NGO |
Deputy general manager |
Mariana ben david |
Milbat NGO |
Industrial designer |
Tomer Fadael |
Milbat NGO |
Industrial designer |
Background
A tenth of the world’s population suffers from disabilities. That is 1 in 10 people who not only fight to live normally outside, but struggle with the most basic home activities. Things that we take for granted -they battle with: turning on the light, getting up from the couch.
So if IKEA’s mission is “creating a better life for the many”, we knew we had to do better. Our new mission: take peoples disability into consideration - and change their reality for the better. The reality they currently faced was furniture that was as ugly as it was expensive. An added cost, on top of already expensive healthcare.
The mission was: to bridge the gap between IKEA’s products and people with disabilities in order to create a significant improvement in their ability to enjoy IKEA’s products - making sure that our consumers disabilities will no longer stand in their way.