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behind the scenes mcann tel aviv

Seeking to bridge the gap between people with disabilities and client IKEA’s products, McCann Tel Aviv produced ‘Thisables’, a series of add-ons that make existing furniture disabled-friendly. As well as providing accessibility to Tel Aviv’s disabled community, the campaign saw sales of 13 iconic items increase by 33% and huge traffic increases online. The creative team and client behind this iconic piece of work deconstruct how it came to be, the highs and lows and how it has informed their work moving forwards.