4Creative’s We’re the Superhumans campaign for Channel 4’s Paralympics coverage has won the second ever Art Directors Club of Europe Creative Distinction Award. Established in 2015, the award aims to spotlight a creative project “with profound social and cultural impact”, with the inaugural prize going to Jean Jullien for his Peace for Paris work.
Channel 4’s in-house design team was given the 2016 award for its campaign that ADCE says was “a force for good” and “fundamentally shifted perceptions of people with disabilities on a national scale”. The campaign followed the studio’s first for London’s 2012 Paralympic Games, Meet the Superhumans, returning with an impactful, empowering and beautifully relatable sequel for 2016.
“The original Meet the Superhumans was advertising at it’s most powerful and emotive,” says Dara Lynch, ADCE board member and D&AD COO). “Where the original was all about strength and determination, and getting the Paralympics on the map, last year we saw the full spectrum of disability happily competing in sport, but more than that, they are flawlessly doing everyday things. In some ways this makes it a much more powerful message; celebrating our differences doesn’t just mean the athletic super humans, it’s all humans overcoming adversity to live normal lives.”
Chris Bovill and John Allison from 4Creative say: “It has thrown down the gauntlet for Japan to up their game with the Paralympics and the way disability is viewed. It also proves that the Great British public demand more diverse on-screen representation.”