Channel 4 win gong for Paralympics Promotion
The broadcaster has won a ‘Campaign of the Year’ award for its Meet the Superhumans promotion.
“As well as sweeping the board at the Promax Awards and the British Television Advertising Awards, Channel 4’s work on the Paralympics has today been given the prestigious Campaign of the Year award” the press team announced.
Channel 4’s in-house creative resource, 4Creative, also won the best television and cinema advert for the ‘Meet the Superhumans‘ trailer, a ‘goosebump-inducing piece of film… that adroitly upturns preconceived notions about the event, finally giving disabled athletes the billing they deserve.’ The magazine noted.
“Rather than just being ‘the bit after the Olympics’ contested by people that elicit pity, the Paralympics became an event in itself fought by people who inspire awe. And so, in the space of just a few weeks, Channel 4’s ‘Meet the Superhumans’ campaign changed the way that people in this country view disability – hopefully forever.” Campaign Magazine observed.
4Creative also had two entries in the top 10 poster adverts of the year, with Homeland in 3rd place and the Paralympics ‘thanks for the warm-up‘ in 8th place.