IKEA | THISABLES | 2019
Free proved it was a necessity / IKEA "THISABLES"
Don't change the furniture—just add a part. That was all it took.
The problem
Furniture made for people with disabilities cost nearly twice as much as regular furniture, and it looked obviously "special" too. In Israel, about four in ten people with disabilities were employed. IKEA held up the idea of "a better everyday for the many," but its actual designs only ever considered people with average bodies.
The insight
The idea came from Eldar Yusupov, a copywriter at McCann Tel Aviv. He has cerebral palsy, and every time he tried to get up from a sofa, it was a struggle. "If you add some height, you can stand up." A realization that came straight out of his own body turned directly into the campaign. IKEA ran a hackathon with two NGOs, working alongside people with disabilities as they handled store furniture together, uncovering inconveniences that able-bodied people simply couldn't see.
The idea
What came out of it were 13 kinds of add-ons: wardrobe handle extensions, light switch extenders, a cane holder for beds, and more. Rather than creating new furniture, these were made to be attached to existing popular products. The 3D-printing files were released for free. No need to buy anything new, no charge at all. That choice itself became IKEA's argument: "This isn't a luxury—it's a necessity."
What happened
The campaign won the Grand Prix in Health and Wellness at Cannes Lions, along with a Gold at The One Show and recognition from D&AD. It was downloaded in 127 countries, sales of the target products rose 37%, and IKEA Israel's revenue grew 33%.
Afterthought
Eldar has described it this way: "The IKEA lamp by my bed has a big switch. Every night when I turn it off, it reminds me that anything is possible." Making it free wasn't an act of generosity—it was the strongest possible proof that this was something people truly needed.
Awards
- Cannes Lions Grand Prix 2019
