The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Innovation in Direct Marketing
Annual ID
OS_DI20_042S
About the Work
1 in 10 people in Israel suffer from serious disabilities, struggling with the most basic home activities: turning on the light, getting up from bed or opening a closet. IKEA’s closets, too, unfortunately. For them, IKEA furniture may be affordable, popular and beautiful - but many times, it’s also unusable. We have developed a range of add-ons conceived to solve the most common problems, and work with the iconic products of IKEA: sofa elevating-legs for easier ascend, lamp button-enlargement, super-zipper for pillows-covers. Thus, we optimized our user experience by simplifying it to the fullest: free and easy download and assemble with IKEA furniture. ThisAbles project hacks the iconic home-furniture giving access to IKEA’s designs in an affordable and easily accessible format: using 3D printed, open-source solutions. To make it truly accessible, we made the add-ons completely free: open-source, available to 3D print, from anywhere in the world. Additionally, to make it even easier we added a full web-series of video-tutorials. For those who wished to experience the products up close, we opened the first-ever accessible space, in the IKEA stores.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
McCann Tel Aviv / Tel Aviv
McCann Worldgroup
Art Director
Dana Moshkowitz
Kfir Peretz
Catalin Paduretu
Chief Creative Officer
Eldad Weinberger
Nadav Pressman
Creative Technologist
Eddie Goldenberg
Executive Creative Director
Sigal Abudy
Adrian Botan
Catalin Dobre
Sanjiv Mistry
Jamie Mietz
Executive Producer
Neva Zerah
Strategist
Keren Goldenzweig
Creative Team
Eldar Yusupov
Idan Kravitz
Yiftach Sarig
Carmen Bistrian
Corina Nica
Account Team
Michal Popov
Bat El Assyag
Sapir Zagury-Geva
Yuval Wagner
Michal Rimon
Nachman Plotinzky
Yael Shaked Bregman
Mariana Ben David
Tomer Fadael
Tom Organization
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