Campaign of the Year Channel 4 'We're the superhumans'
'MY back's sore, complained my companion upon leaving the circus tent, 'I've never been so still and tense in all my life!' After being thrilled by. Their Meet the Superhumans promo for the upcoming paralympics was a is the second excellent spot connected to the paralympics after Mark Zibert's . Regulars / Review of the Year Eight creatives from around the. Related Images: “Yes I Can! After producing the multi-award winning “Meet the Superhumans” campaign for the London Paralympics.
The term Superhumans is not new to the Paralympics. So why do I dislike the fact that the Paralympians have been labeled Superhumans?
Channel 4’s brilliant Paralympic advert sets a new standard
In a way calling them Superhuman detracts from that fact. Super crip is a term used by disability media critics to describe the phenomenon of celebrating disabled people in either a way that lacks meaningful context or in a way that seeks to effectively erase their disabilities except to add emphasis to the extraordinariness of their accomplishments.
Because athletic success, particularly for disabled people is not just a matter of having the desire to do it. It is not just a group of musicians, dancers, and athletes showcasing their skills.We're The Superhumans - Rio Paralympics 2016 Trailer
They really sell the myth. It is a systemic reality. Wheelchair Rugby Clubs do do not appear fully formed just because someone has the desire to play. The reality is that access to athletic training for disabled people is limited to those who have physical and financial access to it.
Campaign of the Year: Channel 4
It ignore the work they put in not only training but also in getting access to that training. Preceding this epic spot was a series of 28 short films that told the stories of some of the individual participants. They provided intimate and personal insights and established a context for "meet the superhumans". As the Olympics were drawing to a close, 4Creative also ran a simple but striking poster and tactical press campaign called "thanks for the warm-up" to remind people that London was far from over.
This was also extended with stunts, with support from Jamie Andrew, a quadruple amputee climber, who scaled the Olympic Stadium to unfurl a "thanks for the warm-up" banner.
Campaign of the Year 2016: Channel 4 'We're the superhumans'
In a bid to attract a younger audience, an online game was created that sought to find the next Paralympic event, bringing together street sports such as skateboarding, BMX and street-luge with disability.
TV coverage peaked at 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 and awe. Paddy Power Paddy Power split the Campaign of the Year vote right down the middle and was an extremely close contender for the title.
The agency exploited the tension between sports fans and sporting establishments with its "we hear you" campaign, inspired by gripes ordinary punters posted on Facebook. One such grievance prompted Paddy Power to turn its attention to chavs at Cheltenham this year.
Case Study: Superhumans | D&AD Awards | Creative Advertising and Design Case Study | | D&AD
By attention, we mean an assassin with a tranquilliser gun. The resulting YouTube spot "chav tranquilizer" got 1. Another ad in the series, "ladies day", which asked viewers to spot the "transgendered" ladies among a crowd of racing fans at Cheltenham, was unsurprisingly banned from TV.
But it was a big hit online and sparked a heated debate on Twitter. In another stroke of advertising genius, Paddy Power sent five planes to fly over the Ryder Cup golfers to display Tweets from fans of the European team.