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  • Writer's pictureSteven Piessens

Yes, advertising can make the world a better place. Let's try harder.

Updated: Oct 2, 2020

Fortunately, it's not only glitter and glamour in Cannes' yearly advertising party. “We’re the Superhumans,” from Britain’s Channel 4, is a contagious celebration of strength and vivacity where most creatives might have leaned into pity or guilt. In three joyful, adrenaline-fueled minutes, it can compel both laughter and tears.

Channel 4's campaign for the Paralympics took home the Film Grand Prix and two gold Lions for Film Craft at the Cannes Lions International Festival of Creativity.

Directed by Blink, the ad features the differently-abled performing extra-ordinary tasks. The film was released in tandem with the 2016 Paralympics and had some 140 individuals displaying exceptional grace and courage. The film aimed to start a new dialogue about disability and the representation of the differently-abled.


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