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Campaign Art: "We’re the Superhumans" celebrates Paralympics

Roxanne Bauer's picture

People, Spaces, Deliberation bloggers present exceptional campaign art from all over the world. These examples are meant to inspire.

Back in 2012, in the lead-up to the Summer Paralympic Games in London, the UK’s Channel 4 created a social ad, “Meet the Superhumans”, to raise awareness and understanding of disability in sport but also how truly impressive, stereotype-crushing and fun the Paralympics can be.  The ad was incredibly popular and the channel's live broadcast of the opening ceremony on the night of August 29, 2012, was watched by 11.8 million TV viewers - its largest audience in ten years. The campaign also successfully helped the London 2012 Paralympics become the first Paralympic Games to sell out. 
 
Thus, creating a follow-up ad for the 2016 Summer Paralympic Games in Rio de Janeiro Brazil was a daunting task. Yet, the sequel, “We’re the Superhumans” is one of the greatest possible sequels. It is three minutes of powerful, fun, and compelling brilliance. It features a range of people with disabilities playing musical instruments, taking part in a range of sporting events, and doing everyday activities like eating cereal or filling up the gas tank of a car to the tune of Sammy Davis Jr.’s 'Yes I Can'.

There are one-legged dancers and blind musicians as well as a rock climber with one arm, a rally driver who steers cars with his feet and children with prosthetic limbs playing football and bouncing on a trampoline.

The film acknowledges the challenges that disabled people face on a daily basis, but it also shows that disabled people are capable of doing both extraordinary and banal tasks as well as any able-bodied person could.
 

We're The Superhumans | Rio Paralympics 2016 Trailer

Source: Channel 4 (UK Paralympic Broadcaster)