IKEA Assembles Innovation into Cannes Festival Award

IKEA took home the award for Health & Wellness at the 2019 Cannes Lions International Festival of Creativity. The home goods company won with an advertisement for their “ThisAbles” project. ThisAbles is a collection of add-ons that help existing IKEA products become more accessible for those with special needs.

IKEA’s mission is “to create a better everyday life for as many people as possible.” The company realized some people couldn’t enjoy their furniture they way they intended, so they teamed up with Milbat and Access Israel to create the ThisAbles collection. With the help of these two nonprofits, IKEA designed a line that truly embodies their objective.

Some of the products include: a Mega switch that attaches to lamps to enlarge the switch; a cane holder that attaches to any bed frame; and a glass bumper to help prevent collisions. The best thing? Anyone can download these designs and print them using a 3D printer.

IKEA collaborated with McCann Tel Aviv to share this project with the world. The advertisement for ThisAbles features Eldar, a 32-year-old man with Cerebral Palsy. Eldar explains his need for furniture that doesn’t scream “cripple,” but also makes him feel comfortable in his own home. Then, IKEA explains their journey creating these products while showing how they work.

The ad is simple, innovative and inclusive. It captures the essence of the project while still keeping the message light with a bit of humor. IKEA jokes about themselves at the end when Eldar exclaims, “Now they should make furniture that assembles itself!” We can only dream that’s their next step to creating a better everyday life for everyone.