THISABLES

ClientIKEA
Category A03. OTC Products/Devices
TitleTHISABLES
Product/ServiceDEMOCRATIZING HOME-FURNITURE FOR PEOPLE WITH DISABILITIES WITH 3D PRINTED ADD-ON
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
Name Company Position
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.