Channel 4’s advertising campaign for the London 2012 Paralympic Games continues to win major awards.
After sweeping the board at the Promax Awards and scooping ‘Campaign of the Year’ at the British Television Advertising Awards, Channel 4’s ‘Superhumans’ advert has now won the prestigious Campaign of the Year award by Campaign magazine.
In its summary, Campaign said: "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."
Channel 4's in-house creative resource, 4Creative, also won the best TV and Cinema ad for the ‘Meet the Superhumans' trail, a ‘goosebump-inducing piece of film... that adroitly upturns preconceived notions about the event, finally giving disabled athletes the billing they deserve.'
4Creative ‘thanks for the warm-up’ poster also placed eighth in the top 10 poster ads of the year.