Superhuman effort wins Grand Prix for Channel 4

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The winner of the Film Grand Prix for 2017 was ‘We’re The Superhumans’, entered by Blink Productions and 4Creative London on behalf of UK broadcaster Channel 4.

The visually stunning three- minute film was created to promote Channel 4’s cover- age of the 2016 Rio Paralympic Games. It followed an equally brilliant earlier piece called Superhumans, created for the broadcaster’s coverage of the London 2012 Paralympics. Both pieces are widely acknowledged to have changed the way people feel about disability.

In ‘We’re The Superhumans’, which featured around 140 disabled people, the action cuts constantly between paralympic athletes and disabled people doing extraordinary things in their everyday lives, from playing instruments and flying planes to raising children and rock- climbing. Set against a catchy rendition of Sammy Davis Jr’s Yes I Can, performed by Tony Dee, the ad became one of the most shared Olympics- themed ads ever on social media.

Commenting at the pre-Paralympics launch of the  Film, Channel 4’s chief marketing and communications officer Dan Brooke said: “We’re the Superhumans is an unbridled celebration of ability, by both elite paralympians and everyday people. In 2012 we saw athletes like never before, but now we see that Down Syndrome graduates and wheelchair-users in the workplace are just as super-human as blind sprinters and amputee weightlifters.”

The win continues a great run of form for Blink, which also produced the 2016 Film Grand Prix ‘Shoplifters’. The executive creative directors on the winning film were 4Creative’s Chris Bovill and John Allison, and the creative director was Alice Tonge.

Led by Pete Favat, chief creative officer, Deutsch North America, the 2017 Film Jury awarded Gold Lions to 13 campaigns from the US (five), France, Italy, India, the Netherlands, Singapore, South Africa, Spain and Thai- land. Agency Wieden + Kennedy performed exception- ally well, with four Golds shared across its Amsterdam, Delhi and Portland offices.

Harriet Palmer