The One Show
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Category
Stunts & Activations
Annual ID
OS22_SM077M
About the Work
Decathlon is a worldwide sporting goods manufacturer and retailer originating from France. It opened its first Canadian location in 2018 in Brossard, QC, and now operates 11 locations across the country.
Decathlon’s mission is to make sports more accessible to all, regardless of discipline or proficiency. As the expansion into Canada continues, Decathlon is looking for ways to foster a positive impact in their communities.
Since its creation in 1968, the International Symbol of Access has served as a single icon to represent all people with disabilities. Decathlon has reimagined this common wheelchair signage to show that sports are for everyone.
Using Decathlon’s existing retail signage system, we designed 25 custom symbols. Called Ability Signs, these 25 new icons now depict the symbol with a sport, such as basketball, rugby and tennis to name a few. These new icons are intended to help broaden how we see people with disabilities.
In addition to in-store signage, a website was created, abilitysigns.ca, where people could download every icon available under a Creative Commons license to use however they please, for free. Along with the website, digital stickers were created as well as OOH.
Since its launch in October 2021, Ability Signs has been met with an overwhelmingly positive response from international Decathlon stakeholders, disability advocates, and the media. While the initiative started in Canada, things took off with professional sports teams, recreational centers, gyms and even competitors agreeing to install their own Ability Signs.
The movement now extends to Paris, where several cities of Seine-Saint-Denis added 16 accessible parking spots using Ability Signs visuals 1,000 days ahead of the Paris 2024 Paralympic games.
The Ability Signs initiative earned 227 million organic impressions, 439% increase in brand mentions and reached 73 countries, making it the most shared social campaign in Decathlon’s history.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Rethink
Client / Brand
Decathlon
Production Company
ContentContent
Art Director
Maxime Sauté
Rachel LeBlanc
Ryan Cookish
Copywriter
Xavier Blais
Chief Creative Officer
Aaron Starkman
Creative Director
Maxime Sauté
Xavier Blais
Designer
Claudia Barberio
Director
Simon Ronny Lebrun
Editor
Leigh O'Neill
Executive Creative Director
Mike Dubrick
Nicolas Quintal
Producer
Terri Winter
Todd Harrison
Sarah Longpré
Johanne Pelland
Katia Dupuy
Samuel Bonneau
Aj Merrick
Steph Walker-Wells
Raphaëlle Rousseau
Strategist
Sean McDonald
Pascal Routhier
Developer
Steve Lam
Public Relations
Meredith Montgomery
Sara Lemmermeyer
Account Manager
Rose Napoléon
Aïcha Diallo
Chief Marketing & Communication Officer
Jaylone Lee
Content Marketing Leader
Marie-Lou Blais
Digital Marketing Lead
Manuela Comte
Group Account Director
Alex Lefebvre
Marketing Specialist
Maeva Reffo
Studio Artist
Cadu Rocha
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