2022 Winner

With a mission to advance accessibility in sports, global sports retailer Décathlon and Rethink reimagined the International Symbol of Access, reframing it from that of a single static state into representations of a variety of activities. Using Décathlon’s existing in-store signage, “Ability Signs” is a set of 25 custom symbols based on the commonly recognized wheelchair symbol, each depicting a different sport.

The symbols were used in-store, were accessible as a free download under a Creative Commons licence from AbilitySigns.ca and made available as digital stickers and OOH. The concept was embraced by Décathlon’s international stakeholders, disability advocates and media, and extended beyond Canada to professional sports teams, recreation centres, gyms and even competitors who agreed to install them. The city of Paris created 16 parking spots near the International Olympic Committee headquarters.

The initiative reached 73 countries, earning 227 million organic impressions and a 439% increase in brand mentions, 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