‘Not just an advert’: Currys on its ‘always on’ approach to accessibility
“Lean forward, be brave and be relentless” is the advice from Currys, as the retailer launches its winning Channel 4 Diversity in Advertising campaign.
Winner of Channel 4’s £1m Diversity in Advertising Award in 2024, Currys wants to rip up the rulebook with its accessibility-focused campaign.
Brand and marketing director Dan Rubel explains creating a campaign on the theme of ‘Inclusive by Design’ has made Currys “think more deeply” about how it makes advertising and ensures the brand is accessible.
The ‘The Sigh of Relief’ advert, created in collaboration with long-standing agency partner AMV BBDO, focuses on the in-store experience of three customers with accessibility needs shopping for tech appliances.
