Channel 4: Paralympics ‘Were The Superhumans’ [case film]

Credits & Description:

Brand: Channel 4
Entrant: 4creative
Agency: 4creative
Synopsis:
Channel 4 has a unique remit to champion diversity, innovation and new talent, the Paralympics is a public service bullseye for Channel 4. This campaign is the most important they have ever undertaken and isn't just about Rio, it's about revolutionising public attitudes to disability forever.
We wanted to create a campaign that took the Paralympic spirit and celebrated ability in all walks of life. The answer was "We’re The Superhumans" The centre piece of the campaign was a 3 minute film featuring a cast of more than 140 disabled people doing everything from everyday activities through to winning high jump gold. The cast included Paralympic athletes, members of the public and our very own superhuman band made up entirely of disabled musicians from across the world. It’s believed to be the largest disabled cast ever featured in advertising history.
Working with director Dougal Wilson (Blink Productions) and Channel 4 on the Rio 2016 Paralympics “We’re The Superhumans” sequel, we found in ‘Yes I Can’ (originally performed by Sammy Davis Jr), a track that communicated the persistence, commitment, and determination embodied by each and every Paralympic athlete. Assembling a band of para-musicians from across the globe, we enrolled Guy Farley to re-arrange our new version before supervising the recording process at Abbey Road and Battersea Park Studios. The inspiring performers seen in the film are the only musicians involved in the recording.