Decathlon - "Ability Signs"

Rethink Communications Inc.

Rethink Communications Inc. Montreal, Canada

Awards

1773

Brand: Decathlon
Country: Canada

Advertiser: Decathlon

Title	Ability Signs
Brief	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.
Agency	Rethink Communications Inc.
Campaign	Decathlon Ability Signs
Advertiser	Decathlon
Brand	Decathlon
Posted	November 2022
Business Sector	Drugstores, Specialty Stores
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	Outdoor/Out of Home
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