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 during 7am and 9am each day on 700 screens across roadside, retail and city centre locations in the UK until 19 September.
Live copy will be updated each day to celebrate the achievements of Paralympians and wish luck to those competing the following evening.
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.
Last month Sainsbury's awarded its UK ad account to Wieden & Kennedy London, ending its 35-year relationship with AMV BDDO.
As the official Team Paralympics GB sponsor, the Sainsbury’s campaign is designed to capture the excitement around Rio 2016 as well as highlight the brand’s sponsorship and Active Kids initiative.
Tom Howe, project manager at Sainsbury’s, said: "Our ambition is to raise awareness of these world class Paralympic competitors in Rio this summer, and to help keep sports fans connected to the action.
"Sainsbury’s continue to be champions of our Paralympians and we are excited to be demonstrating our support for them in a new way through our digital outdoor campaign."
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