Sainsbury's To Cheer On Paralympians With Digital Outdoor Campaign

Paralympic athletes will "be cheered on in live messages as part of a digital outdoor campaign" from supermarket chain Sainsbury's which launched on Wednesday to coincide with the start of the Games in Rio, according to Omar Oakes of CAMPAIGN LIVE. The creative "features photographs of athletes when they were children, followed by current images of them as Paralympic champions excelling in their sport." The campaign will be live from 7-9am each day on 700 screens "across roadside, retail and city centre locations" in the U.K. until Sept. 19. Live copy "will be updated each day to celebrate the achievements of Paralympians." The campaign, planned and booked by PHD and Talon, was produced by Grand Visual and "supports the wider above-the-line work created by Sainsbury’s ad agency, Abbott Mead Vickers BBDO" (CAMPAIGN LIVE, 9/7).