'Superhuman' paralympians return to Channel 4

Paralympians including David Weir, Hannah Cockcroft and Jonnie Peacock challenge one another to perform even better than at last year's London 2012 Games, in a gritty black-and-white film promoting the Sainsbury's-sponsored three-day Anniversary Games on Channel 4 this weekend.

The "Return of the Superhumans" TV ad is a follow up to the Cannes Grand Prix-winning "Meet the Superhumans" and is running on Channel 4.

It is supported by print ads bearing images of the medal-winners’ triumphs at the London 2012 Paralympic Games.

Client: Channel 4

Brand: Anniversary Games

Agency: 4creative

Creatives: Alex Boutell, Jack Croft, Stacey Bird

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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