4Creative add to Paralympics accolades


4Creative were awarded Best TV Commercial of the Year at last night’s highly coveted British Arrow Awards for their critically acclaimed Paralympics film Meet the Superhumans.

Channel 4’s in-house creative agency also received a Gold award hat-trick with Best 60-90 Cinema Commercial, Best 60-90 TV Commercial and Best TV and Radio Station Promotion; as well as a Bronze award for Best Integrated, for the TV campaign which formed part of the broadcaster’s biggest ever marketing campaign.

The 90 second long film showcased the abilities of some of the leading UK Paralympians, representing some of the unique stories behind the elite athletes, and showed the herculean efforts that went into their preparation for the Games. The campaign was set to the track, Harder Than You Think by hip hop legends Public Enemy and delivered on Channel 4’s commitment to bring a new audience to the Paralympic Games and to raise awareness of Paralympic sport.

4Creative have been cleaning up at the most prestigious award ceremonies for Meet the Superhumans by sweeping the board at the Promax Awards and the British Television Advertising Awards; winning Campaign magazines’ Campaign of the Year; being chosen as one of TED’s ten ‘Ads Worth Spreading’ and securing three Golds at the Creative Circle awards (full list below).

The campaign was commissioned by Channel 4 Marketing and created and produced by 4Creative.


Notes to Editors

Full creative credits for the Meet the Superhumans:

Creative agency and production company: 4creative

Director / Creative Director: Tom Tagholm

Producers: Gwilym Gwilym, Rory Fry

Business Director: Olivia Browne

Cinematographer: Luke Scott

Editor: Tim Hardy

Audio: Rich Martin

Production Designer: Will Htay

Casting Director: Julie Tomkins

Costume Designer: Wiz Francis

Location Manager: Algy Sloane

Production Manager: Simon Maniora

Edit Facilities: Stitch

VFX/Post Production: MPC

VFX Producer: Tim Phillips

VFX Supervisor: Michael Gregory

Grade: Jean-Clement Soret

Audio Facilities: Envy

Awards to date for 4Creative's Meet the Superhumans campaign:

October 2012:

Sportel Monaco

International Olympic Committee Grand Prize (Meet the Superhumans)

November 2012:


Gold - Best Sports Promo (originated) (Meet the Superhumans)

Gold - Best Editing (Meet the Superhumans)

Gold – Best Direction (Meet the Superhumans)

Gold – Best Launch (Meet the Superhumans)

Gold – Best On-Air Campaign TV Promotion (Meet the Superhumans)

Silver – Best Cross-Media Campaign (Paralympics on 4)

Silver – Best On-Air Media Planning (Paralympics 2012)

People’s Choice – The People’s Choice 2012 (Meet the Superhumans)

BTA Craft Awards

Winner/ Arrow – Best Direction (Meet the Superhumans/ Tom Tagholm)

Winner/ Arrow – Best Achievement in Production (Meet the Superhumans/ Gwilym Gwillim & Rory Fry)

Winner/ Arrow – Best Editing (Meet the Superhumans/ Tim Hardy)

Winner/ Arrow – Best Use of Recorded Music (Meet the Superhumans/ Tom Tagholm & Tim Hard)

December 2012:

Campaign of the Year – Campaign Magazine (Meet the Superhumans)

February 2013:

Creative Review Annual

Best in Book - Advertising (Single) (Thanks for the Warm Up)

Best in Book – Advertising (Single) (Meet the Superhumans)

TED Conference (LA)

Winner - Ads Worth Spreading (Meet the Superhumans)

March 2013:

Creative Circle

Gold – General/ Best Integrated Campaign (Meet the Superhumans)

Gold – Film Craft/ Best Use of Music (Meet the Superhumans)

Gold – Film/ Best TV (Meet the Superhumans)

Silver – Press Craft/ Best Copy (Thanks for the Warm Up)

Silver – Film Craft/ Best Direction (Meet the Superhumans)

Silver – Film Craft/ Best Editing (Meet the Superhumans)

Silver – Film Craft/ Best Sound Design (Meet the Superhumans)

British Arrows

Winner of Best TV Commercial of the Year (Meet the Superhumans)

Gold – Best 60 and up to 90 Second TV Commercial (Meet the Superhumans)

Gold – Best 60 to 90 Second Cinema Commercial (Meet the Superhumans)

Gold – TV & Radio Station Promotion (Meet the Suoerhumans)

Bronze – Best Integrated (Meet the Superhumans)

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