Super.Human.

Channel 4's Superhumans campaign was hugely influential, but a decade on, some people with disabilities pointed out that it had inadvertently given way to a new stereotype: the sports superhero. So, the iconic campaign was ripped in two – literally. For the broadcaster's Tokyo 2020 Paralympic Games campaign, the idea was to highlight the athletes' humanity and capture all of the commitments and sacrifices they make, because that's what sets them apart. The provocative campaign strapline summed this up: To Be A Paralympian, There's Got To Be Something Wrong With You