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Channel 4 ad wins award in Cannes
The network’s 90-second London 2012 advertisement was recognised for its filmmaking techniques. 24 Jun 2013
Channel 4 video screen grab
The Film Craft category recognises and honours the best techniques used in the filmmaking process, such as photography, copywriting, editing and sound design.
Great Britain’s Channel 4 won the Grand Prix in the Film Craft category at the Cannes Lions International Festival of Creativity last weekend for its “Meet the Superhumans” commercial for the London 2012 Paralympic Games.
The 90-second advertisement, which used the blaring soundtrack of Public Enemy’s “Harder Than You Think,” used Paralympic footage to tell the stories of British athletes headed to London 2012 – including their backgrounds and sporting achievements.
The Film Craft category recognises and honours the best techniques used in the filmmaking process, such as photography, copywriting, editing and sound design.