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

Shortlist

Title of Entry:	Signsbury’s - the world’s first deaf-friendly supermarket
Brand:	Sainsbury's
Product/Service:	Sainsbury's
Client:	Sainsbury's
Entrant Company:	Gravity Road
Creative Agency:	Gravity Road
Chief Creative Officer:	Seb Royce
Creative Director:	Nick Hearne
Account Executive:	Matt Herman
Sector:	N/A
Account Manager:	George Alleston, Prachi Virani
Producer:	Joanna Osborn, Stacey Arthur, Richard Grisman
Date of Release:	2019-07-23
Director:	The Queen
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 hard-of-hearing shoppers. To bring it to life we orchestrated British Sign Language lessons for 100 colleagues, installed helpful screens around the store, and even helped kids 'Sign for a Snack' to get everyone learning. An iconic 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. With a longstanding commitment to being the most inclusive retailer, Sainsbury’s works hard to create environments where everyone can shop. Signsbury’s was one step further: a statement of conviction about the importance of inclusion beyond its own store walls.
Editor:	Charles Diable, Dom Lashley
Other Credits:	Hope & Glory
Other Credits:	PHD Drum
Other Credits:	Cris Artiz
Other Credits:	Ally Kingston
Other Credits:	Anoushka Schellekens