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Meet the Superhumans

Award: Wood Pencil

Wood Pencil / Crafts for Advertising / Photography for Advertising / 2013

We wanted to capture the Herculean efforts and extraordinary achievements of the Paralympic athletes, but also the odds they’d overcome – emotionally, physically and otherwise. ‘Meet the Superhumans’ summed all that up. The scale and confidence of the line, together with the way it turned any sense of pity into awe, forced people to reappraise what they thought they knew. The term ‘superhumans’ successfully entered the vernacular, and was used to describe our athletes as heroes.

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