Building Currys' ‘Sigh of Relief’ Film Around Accessibility

When Channel 4 challenged brands to make TV ads “inclusive by design” for its 2024 Diversity in Advertising Award, Currys and AMV BBDO answered with ‘Sigh of Relief’ – a single, laugh-out-loud film that puts accessibility front and centre.

Rather than bolt sign-language on afterwards, the team built British Sign Language into the story from day one, working hand-in-hand with Open Inclusion, RNID, RNIB and Deaf co-creators. Through three rounds of focus groups, alongside on-set BSL consultants and audio describers, the team tuned every sigh, sign and sight-loss insight into one seamless 60-second spot that reframes accessibility as a creative superpower – and sets a new bar for every brand’s pre-production playbook.

LBB’s Olivia Atkins spoke to specialists from across the AMV BBDO team to find out what was key to it all coming together.