Forum Media 2021

1 day / 3 stages
40+ speakers

11 November

Sigal Abudy Weber

Chief Creative Officer, McCann, Israel

Sigal has been the creative force behind most successful campaigns of McCann Tel Aviv, for both local and global brands, including the Ikea ThisAbles campaign, which, in 2019, brought McCann Tel Aviv a Cannes Lions Grand Prix, on top of many Gold and Silver Lions. She began her career as an art director at TBWA and then in McCann Tel Aviv, rapidly climbing to CD and VP Creative positions, now holding the CCO position. Among the brands she has led creatively are Honda, Volvo, Ikea, Nestle, Yes TV, Leumi Bank, Yoplait, El Al airlines and many more.  Sigal has a major role in keeping McCann’s dominance as Israel’s leading agency for over 20 years, winning countless awards in all major local, regional and global creative shows: Cannes lions (inlcuding Grand Prix in 2019), One Show, D&AD, Clio, EPICA, LIA, Eurobest or Golden Drum. Still, she feels that her biggest accomplishment was having 3 children at the age of 40. At Forum Media she will perform alongside Adrian Botan.

Lecture topic

ThisAbles Enabled: Campaign Aftermath in Times of Covid

Authors of famous ThisAbles campaign for IKEA from McCann Israel will talk about their winning work in light of current pandemic and Israel’s response to it. Be prepared for a big surprise at the end of their talk. ThisAbles project was created to enable people with special needs to enjoy the quality of life provided by IKEA products. It won multiple prestigious awards including Cannes Lions Grand Prix and is regarded as one of the most original and successful campaigns promoting activities for disadvantaged people in the history of advertising.