“We’re The Superhumans” – Paralympics 2016
Paralympics Rio 2016 Begins on September 7 with the opening ceremony and lasts until September 18.
Will be located on the legendary Maracana stadium, including 175 countries, 22 sports and 526 medal events.
A re-recording of the Sammy Davis Jr. track “Yes I Can” provides an unexpected yet inspired soundtrack for “We’re the Superhumans”. This is the new campaign conceived by Channel 4 in-house creative agency 4creative to promote the broadcaster’s coverage of this summer’s Paralympic Games in Rio de Janeiro.
“The superhuman idea was a great asset to build on. So we set out to encourage people to think differently about what superhuman means—to widen the idea to include people who do amazing things in life, not just Paralympians,” – James Walker, Channel 4’s head of marketing.