Ikea Israel alongside McCann Tel Aviv has released a set of furniture hacks that anyone can download and 3D-print to make their products more usable by people with disabilities. The insight was simple: physical disabilities change the way people can interact with objects, clothes and furniture. Someone with cerebral palsy may find it more difficult to get up from a sofa or to turn on a lamp. Rather than redesigning existing products, and expecting disabled people to repurchase them, Ikea designed 13 add-ons for its most popular items. “ThisAbles” won 22 awards at Cannes Lions 2019: One Grand Prix at Health & Wellness, 4 Gold awards at Health & Wellness, Brand Experience & Activation, 3 Silver awards at Direct, Innovation and PR, 3 Bronze awards at Brand Experience & Activation, Direct and Creative Strategy and 11 more shortlists. At Cannes 2019, several top level brands addressed the inclusion and diversity topic, adapting or creating products that help people with disabilities have an easier life.
#GrandPrix@Health&Wellness, #CannesLions2019
#Gold@Health&Wellness, #CannesLions2019
#Gold@BrandExprience&Activation, #CannesLions2019
#Gold@Direct, #CannesLions2019
Among the ideas that build on the topic and being praised at the festival, are Microsoft, with “Game changing ideas”, awarded with Gold in Design.
And Tommy Hilfiger, with the “Adaptive” campaign, awarded with silver in Design and SDG Lions.