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Channel 4 launched its biggest ever marketing campaign on Tuesday July 17 to promote coverage of the London 2012 Paralympic Games with a ‘roadblock' premiere of its Meet the Superhumans film across 78 television channels.
The 90 second long film, Meet the Superhumans, will be broadcast at 9.00pm concurrently across 78 different UK television channels, including all of Channel 4's networks, ITV1, Five, Sky One, Eurosport and all of UKTV's channels. Set to the track, Harder Than You Think by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games.
The new TV campaign is the second phase in Channel 4's marketing campaign for the London 2012 Paralympic Games, which began earlier this month with a series of promotional trails introducing leading British Paralympic athletes and Paralympic themed Channel 4 idents. In the build-up to the Games, the campaign will also encompass major outdoor poster, press and digital activity as Channel 4 delivers on its commitment to bring a new audience to the Paralympic Games and to raise awareness of Paralympic sport.
The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4's in-house agency, 4creative.
Dan Brooke, Channel 4's Chief Marketing & Communications Officer said: "London 2012 is a coming of age moment for the Paralympics. This campaign will help bring a whole new audience to it and may even raise a goosebump or two along the way."
Notes to Editors:
4creative is Channel 4's in-house agency who this year have picked up a D&AD pencil (their 9th in 7 years) and a Cannes Gold and Bronze lion.
Full creative credits for the Meet the Superhumans campaign are as follows:
Channel 4 Marketing: Acting Head of Marketing: James Walker
Director / Creative: Tom Tagholm
Producer: Gwilym Gwilym
Producer: Rory Fry
Cinematographer: Luke Scott
Production Designer: Will Htay
Casting Director: Julie Tomkins
Costume Designer: Wiz Francis
Location Manager: Algy Sloane
Production Manager: Simon Maniora
Business Director: Olivia Browne
Editor: Tim Hardy
Edit Facilities: Stitch
VFX/Post Production: MPC
VFX Producer: Tim Phillips
VFX Supervisor: Michael Gregory
Grade: Jean-Clement Soret
Audio: Rich Martin
Audio Facilities: Envy
The shoot took place over 14 days in sports arenas across the country from the Sheffield Aquatics centre to Lee Valley Athletics Centre to the Olympic stadium, to the home of the Paralympics: Stoke Mandeville.
The full list of locations is attached below:
Paralympics Athletics Test Event at the Olympic Stadium
Herne Hill Velodrome Cycling Meet
Cardiff Swimming Pool
Stoke Mandeville (Wheelchair Basketball)
Lee Valley Athletics Centre
Crystal Palace National Sports Centre
Iraq Scene - Millennium Mills, London
Car Crash Scene - Fire Brigade Training College, Moreton-In-Marsh
Reading Hockey Club (Blind Football)
Channel 4 Broadcast Partners
BT is the official communications services partner for the London 2012 Olympic and Paralympic Games. BT has a history of support of disability sport within the UK spanning over twenty years when it became the first commercial partner of the British Paralympic Association (BPA) in 1989. Channel 4, in partnership with BT, recently launched a series of short films featuring a number of BT's ambassador athletes which focused on their mental and physical approach to competing and training.
Sainsbury's is the official supermarket partner of the London 2012 Paralympic Games and the first ever Paralympic Games-only sponsor. The brand recently announced international footballer David Beckham as their official Paralympic ambassador to encourage children to take part in several of Sainsbury's initiatives, including the Million Kids Challenge and Active Kids 2012. Sainsbury's have also worked with Channel 4 to produce two series of short films with their ambassador athletes, including Ellie Simmonds.