AMBIENT/NON-TRADITIONAL & PR - INTERNATIONAL (Events, Stunts, Live Brand or Interactive Experience)

Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's - Sainsbury's JPG
Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's - Sainsbury's JPG
Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's - Sainsbury's MP4 1m:59s

Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's
Sainsbury's

Share:
Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's - Sainsbury's

Shortlist

Title: Signsbury’s - the world’s first deaf-friendly supermarket
Brand: Sainsbury's
Product: Sainsbury's
Entrant Company: Gravity Road
Agency Network: You&MrJones
Client: Sainsbury's
Creative Director: Nick Hearne / Seb Royce
Art Director: Nick Hearne
Account Executive: Matt Herman
Account Director: Prachi Virani
Account Manager: George Alleston
Illustrator: Anoushka Schellekens
Other: Ally Kingston
Other: Cris Artiz
Other: Jo Osborn
Other: Stacey Arthur
Other: Richard Grisman
Other: Hope & Glory PR
Other: PHD Drum
Other: Charles Diable
Other: Dom Lashley
Other: Mark Eaves
Notes: It’s fair to say employee volunteering initiatives, although noble, rarely make global headlines. But then, Signsbury’s wasn’t an ordinary case. The UK’s first signing store, Signsbury’s was the brainchild of Sainsbury’s Bath colleagues, who suggested a more deaf-inclusive store for Bath’s deaf shoppers, as part of Sainsbury’s 150th anniversary celebrations. With a longstanding commitment inclusivity, Sainsbury’s committed to bring the Bath store’s vision to life in the most spectacular way possible. We orchestrated BSL lessons for 100 colleagues, installed helpful screens around the store, and even helped kids Sign for a Snack to get everyone learning. A bold storefront sign change set the media alight, with international coverage and praise, and digital extensions ensured millions more Brits got to pick up introductory phrases. Sainsbury’s exists to help Britain Live Well For Less; an ambition that puts the customer experience front and centre. With a major anniversary, Sainsbury’s made a commitment to substantiate that brand promise: elevating it from a marketing slogan to a rallying cry for a more meaningful, purposeful and customer-oriented mode of brand behaviour. The success of Signsbury’s has paved the way for a more purposeful evolution of Live Well For Less, in 2020 and beyond.