4: AMBIENT AND EXPERIENTIAL (Experiential)

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

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Signsbury’s - the world’s first deaf-friendly supermarket - Sainsbury's - Sainsbury's
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
Creative Director: Nick Hearne
Chief Creative Officer: Seb Royce
Sector: 45054
Account Executive: Matt Herman
Account Manager: George Alleston, Prachi Virani
Date of Release: 2019-07-23
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.
Other Credits: Hope & Glory
Other Credits: PHD Drum
Other Credits: Cris Artiz
Other Credits: Ally Kingston
Other Credits: Joanna Osborn
Other Credits: Stacey Arthur
Other Credits: Richard Grisman
Other Credits: Charles Diable
Other Credits: Dom Lashley