Talk about cut-through. Campaign Magazine, the bible of the British advertising industry has just given out its gongs for ad campaign of the year and while Christmas with it’s massive spend features with two ads, sport has the same number in the top five and most importantly the Ad Campaign off the Year for 2016.
It wasn’t selling anything, it was changing perceptions and the impact it had is quite phenomenal.
‘We’re the Superhumans’ was Channel 4’s campaign to promote its coverage of the 2016 Paralympic Games in Rio. It had a tough act follow in building on the 2012 award winning campaign along the same lines but it did so in style.
Look at these for results:
- Second most shared Olympic or Paralympic Ad of all time
- Channel 4 Coverage of the Paralympics viewed by 50% of the population
- 74% felt more comfortable discussing disability
- 59% felt it improved their perception of people with disabilities
- Campaign has been placed on school syllabus for media studies
Now that’s what you call a successful campaign. And just to refresh your memory, here it is in the full three minute cut…
