2022 Winner

To continue its mission of making sports accessible to all, sporting goods manufacturer and retailer Décathlon reimagined the International Symbol of Access, the single icon that represents all people with disabilities. Based on Décathlon’s existing retail signage system, “Ability Signs” is made up of 25 custom symbols depicting the wheelchair icon engaged in a sport, such as basketball, rugby and tennis. In addition to in-store signage, a website was created, where people could download the icons for free, as were digital stickers and OOH.

“Ability Signs” was embraced by international Décathlon stakeholders, disability advocates and the media. While the initiative started in Canada, professional sports teams, recreational centres, gyms and even competitors agreed to install their own “Ability Signs.” In Paris, 16 accessible parking spots using the signs were also created ahead of the 2024 Paralympic Games. The initiative earned 227 million organic impressions, it saw a 439% increase in brand mentions and reached 73 countries, making it the most shared social campaign in Décathlon’s history.

Credits

Client: Décathlon Canada
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick, Nicolas Quintal
Creative Director: Maxime Saute, Xavier Blais
Art Director: Rachel Leblanc, Ryan Cookish, Maxime Sauté
Writer: Xavier Blais
Interactive Producer: Terri Winter, Todd Harrison
Developer: Steve Lam
Designer: Claudia Barberio
Lead Strategist: Pascal Routhier
Studio Artist: Cadu Rocha
Agency Producer: Sarah Longpré, Johanne Pelland, Katia Dupuy, Samuel Bonneau, AJ Merrick, Steph Walker Wells
Account Services: Alex Lefebvre, Rose Napoléon, Aïcha Diallo
PR: Meredith Montgomery, Sara Lemmermeyer
Production House: ContentContent
Director: Simon Ronny Lebrun
Producer: Raphaëlle Rousseau
Editor: Leigh O'Neill