Super.Human.
Award: Yellow Pencil
Yellow Pencil / Art Direction / Film / 2022
Award: Yellow Pencil
Yellow Pencil / Entertainment / Scripted Short Form
Award: Wood Pencil
Wood Pencil / Branding / Campaign Branding
Award: Wood Pencil
Wood Pencil / Integrated / Corporation
Award: Shortlist
Shortlist / Impact / Advertising
Award: Shortlist
Shortlist / Impact / Sustained Solution
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
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