Aldi - "Giving Deaf People a Break"

McCann Manchester

McCann Manchester Macclesfield, United Kingdom

1993

Title	Giving Deaf People a Break
Agency	McCann Manchester
Campaign	Giving Deaf People a Break
Advertiser	Aldi
Brand	Aldi
Posted	November 2018
Business Sector	Department Stores, Supermarkets
Story	This was the first ever completely signed ad break.Aldi, the discount supermarket, compares its own brand with leading brands.Most people like both; many people like Aldi prices in particular, but not everyone can hear what’s going on. Why not sign the whole commercial? In fact, why not sign the whole ad break and all the commercials in it? Which is what we did. (Which took some doing – think of the approvals.) We chose UK Deaf Awareness Week to launch the campaign and hopefully, bring maximum awareness to a much under-represented group of people - 9 million, in fact, who, like me and you, also like fish fingers.
Media Type	Case Study
Executive Creative Director	Dave Price
Creative Director	Neil Lancaster
Copywriter	Neil Lancaster
Art Director	Dave Price
Production Company	Merman
Director	Juliet May
Production Company Producer	Siobhan Murphy
Production Company Producer	Kat Armour-Brown
Agency Producer	Amy Mayers
DOP	Chris Goodger
Post Production	Jam Films