We're The Superhumans

Come and see behind the scenes of Channel 4’s latest We’re The Superhumans campaign for the Paralympics.

A couple of weeks ago Channel 4 released their new We’re The Superhumans campaign ahead of the Rio 2016 Paralympic Games and the link went round our studio like wildfire. It’s a brilliant follow up their multi-award winning spot in 2012 that helped transform perceptions of the Paralympics in 2012 and attract the highest viewing figures for coverage of the Games in a decade.

The centerpiece of the new We’re The Superhumans campaign is riotous 3 minute film shot by Dougal Wilson that features 140 talented people with disabilities including Paralympic athletes, musicians and members of the public from all walks of life. Drummer Alwin Law kicks off the action by playing a drum solo intro to Sammy Davis Jnr’s Yes I Can with his feet. The film then opens up to showcase The Superhumans Band – a specially assembled band of disabled musicians from around the world. It includes inspirational and awe inspiring scenes such as a rally car driver using his feet to do donuts around the band, a mother with no arms holding her baby with her feet; children with prosthetic limbs running, jumping, and playing football; and a woman flying a plane with her feet.

We’re extremely proud to be hosting an exhibition of behind the scenes material from the campaign. At the show you’ll meet some of the main characters in the film, see behind the scenes stills and action from the shoot as well as short interviews with some of the cast. The show will run throughout the Olympics in the run up to the Paralympics.

Alice Tonge, Creative Director at 4creative, said: “In a Britain where everything seems a bit less certain and, at times, less caring, we wanted to create a huge powerful Superhuman message of positivity. Whether you’re blind and you’re running at the Rio Paralympics or you’re a double leg amputee and you’ve got to get the bus every morning to work, being a Superhuman is a state of mind. It’s time to stop focusing on disability and focus on superability instead.”