Channel 4: Were The Superhumans [video]

Credits & Description:

Title: Were The Superhumans
Agency: 4creative
Brand: Channel 4
Country: United Kingdom
Entrant Company: 4creative, London
Advertising Agency: 4creative, London
Media Agency: 4creative, London
Pr Agency: 4creative, London
Production Company: 4creative, London
Executive Creative Director, Executive Creative Director, Creative Director: Chris Bovill, John Allison, Alice Tonge (4creative)
Relevancy:
We believe that the 3min ‘Yes I can’ film has become part of culture. It has helped shift perceptions positively around disability by celebrating the ability beyond disability for an amazing group of people, with swagger and confidence. 40m social views, shared over 1.8m times and became the most shared Olympic or Paralympic ad globally in 2016 hopefully proves that it’s cut through the clutter
Execution:
A celebratory 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 performing the Sammy Davis Junior track: ‘Yes I Can’.It’s believed to be the largest disabled cast ever featured in advertising history.
Synopsis:
Coming up with something to beat the successful 2012 campaign was no small order; that year we benefited from a home games and an audience desperate to continue the high of the Olympics in London 2012. In 2016 we were dealing with a Games plagued by negative press and publicity and a time-difference which meant that the most exciting events would be on when many people had gone to bed. When we began work, we came across a shocking statistic – 67% of people in the UK felt uncomfortable talking to a disabled person. This was something we wanted to address.
Strategy:
We decided the marketing focus for the Games would be about making this more than just a sporting event and use it as an opportunity to start a conversation to fundamentally change public attitudes towards disability. We would do this by celebrating ability in its widest sense – from winning a gold medal, through to something as every day and taken for granted as brushing one’s teeth.
Outcome:
The film had 40m social views, was shared over 1.8m times and became the most shared Olympic or Paralympic ad globally this year.Its impact has been felt beyond the UK:•Australia’s Channel 7 running the Yes I Can Ad as part of their promotion of the games.•The US State Department using it as part of talks around disability.•The UN will use the film as part of this year’s International Day of Persons With Disability The film changed perceptions:•76% think the ad will help people feel more comfortable talking to those with a disability.•78% think the ad will help people feel more comfortable talking about disability.•86% think the film gave a positive portrayal of those with a disability.The film has been added to the UK’s national curriculum and will be studied in schools, meaning generations to come will have a greater understanding of disability
Campaign Description:
To celebrate the achievements and abilities not just of elite athletes, but also everyday disabled members of the public