Decathlon - "Decathlon Ability Signs" by ANDY Awards 2023
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Decathlon - "Decathlon Ability Signs"
- Brand: Decathlon
- Country: Canada
- Advertiser: Decathlon
| Title | Decathlon Ability Signs |
| Agency | Rethink |
| Campaign | Decathlon Ability Signs |
| Advertiser | Decathlon |
| Brand | Decathlon |
| Date of First Broadcast/Publication | 2021 |
| Business Sector | Leisure & Sport Equipment |
| Story | Using Decathlon’s existing signage system and iconic blue brand color, we developed 25 custom symbols representing a variety of wheelchair and non-wheelchair based para-sports. By simply adding sport items and accessories to a universally known icon, we told a completely different story. One that showcases all that people with disabilities can do, not their limitations. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad for Decathlon's "Ability Signs" project creatively transforms the standard accessibility icon. Using Decathlon’s iconic blue color, 25 new symbols are introduced, illustrating various wheelchair and non-wheelchair sports. The campaign showcases these symbols on signage across retail spaces and in digital formats. Emphasizing empowerment, the ad highlights how these icons redefine perception, showing abilities rather than limitations. The initiative gained international recognition, pledging to modify signage, including at the Paris 2024 Olympics. Noteworthy figures like 21-time Paralympic medalist Chantal Peticlerc praise the "game-changing" approach. The campaign supports the message "sports for all," reflecting Decathlon's inclusive ethos worldwide. |
| Production Company | R+D Productions |
| Chief Creative Officer | Aaron Starkman |
| Executive Creative Director | Mike Dubrick |
| Executive Creative Director | Nicolas Quintal |
| Creative Director | Xavier Blais |
| Copywriter | Xavier Blais |
| Creative Director | Maxime Sauté |
| Art Director | Maxime Sauté |
| Art Director | Rachel LeBlanc |
| Art Director | Ryan Cookish |
| Chief Strategy Officer | Sean McDonald |
| Strategy Director | Pascal Routhier |
| Interactive Producer | Terri Winter |
| Interactive Producer | Todd Harrison |
| Developer | Steve Lam |
| Designer | Claudia Barberio |
| Studio Artist | Cadu Rocha |
| Production Company Producer | Sarah Longpré |
| Production Company Producer | Johanne Pelland |
| Production Company Producer | Katia Dupuy |
| Production Company Producer | Samuel Bonneau |
| Production Company Producer | AJ Merrick |
| Production Company Producer | Steph Walker-Wells |
| Account Director | Alex Lefebvre |
| Account Manager | Rose Napoléon |
| Account Manager | Aicha Diallo |