Ability Signs

Brand Activation Campaign


Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: Decathlon, Jaylone Lee, Marie-Lou Blais, Maeva Reffo, Manuela Comte Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Executive Creative Director: Mike Dubrick, Nicolas Quintal Creative Director: Maxime Sauté, Xavier Blais Art Director: Rachel Leblanc, Ryan Cookish, Maxime Sauté Writer: Xavier Blais Producer: Terri Winter, Todd Harrison, Sarah Longpré, Johanne Pelland, Katia Dupuy, Samuel Bonneau, AJ Merrick, Steph Walker Wells Developer: Steve Lam Designer: Claudia Barberio Lead Strategist: Pascal Routhier Studio Artist: Cadu Rocha Group Account Director: Alex Lefebvre Account Manager: Rose Napoléon, Aïcha Diallo PR: Meredith Montgomery, Sara Lemmermeyer Production House: ContentContent Director: Simon Ronny Lebrun Producer: Raphaëlle Rousseau Editor: Leigh O’Neill

Using Decathlon’s existing signage system and iconic blue brand colour, 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.