Ikea’s disability solution wins Health & Wellness


The winner of the Cannes Lions Health & Wellness Grand Prix for 2019 is ThisAbles, entered by McCann Tel Aviv on behalf of retailer Ikea.

An inspiring campaign, ThisAbles involves the use of 3D Printing technology to help disabled people customise their furniture so that it is attractive, affordable and also meets their own particular needs.

Jury president Shaheed Peera, also executive creative director Publicis, said: “In a world where there is so much turmoil, it is great to see major brands plugging the gap of hope for a marginalised set of people. Worth pointing out is that one of the people working on the account is actually a beneficiary of the ThisAbles technology, which underlines how important it is to have diversity across the industry.”

ThisAbles has increased Ikea revenues in Israel “and is an example of something that should be scalable,” said Peera. “It is also indicative of a trend that we couldn’t have foreseen seven or eight years ago, the idea of major brands having a role in health and wellness.”

ThisAbles also picked up two of the five Gold Lions awarded by the jury. The other went to campaigns from the UK (2) and France.

Harriet Palmer