Image: ADCE Board Member and D&AD COO Dara Lynch hands the ADCE Creative Distinction Award to Chris Bovill and John Allison (4Creative).
How do you top a D&AD Black Pencil winning campaign that not only put the Paralympics on the same level as the Olympics, but positively shifted perceptions of people with disabilities on a national scale?
It’s enough to send many into retirement happy, but 4Creative rose to the challenge and their sequel: We are the Superhumans is the worthy recipient of our second-ever Creative Distinction award.
For those of you catching up, the Creative Distinction is a new award the ADCE created in 2015 to single out a special piece of creative work that transcended our industry. A piece of creative work that inspired thousands and will be used an educational story for years to come.
And with We are the Superhumans already pegged for the UK school Media Studies curriculum, it certainly meets every criterion.
It all began with Meet the Superhumans, a memorable introduction to British Paralympians at the London 2012 games, unapologetically placing them on equal footing with the Olympics.
But for the sequel, 4Creative flipped the script, creating a theatrical extravaganza featuring more than 140 different people with disabilities from all walks of life, showing us the Superhuman spirit that exists not just in the Paralympics, but everyday life too.
And all of a sudden, we went from wondering not how they would top 2012, to marvelling at just how many different ways they did.
Let’s start with some stats:
- We are the Superhumans has nearly 8million views on YouTube, over 7x the first film generated.
- It is the second most shared Olympic/Paralympic advert of all time according to UnrulyMedia, second only to P&G’s “Thank You Mama – Best Job” in 2012.
- And if we’re looking just at Rio 2016 ads, it was shared over 3x more than its closest competitor.
Broadly speaking, those are terrific engagement numbers for the stat sheet, but what about digging a little deeper into emotional impact? Luckily, UnrulyMedia looked into that too:
- The spot caused an “intense” emotional response in 2/3 of its audience, spanning everything from inspiration and happiness, to pride and exhilaration.
- 57% were inspired to find out more as a result.
- And 32% of all those social shares were those doing it for the purpose of social good.
But ultimately, the numbers only serve to reinforce what we all saw with our own eyes. We are the Superhuman is an inspirational, uplifting and empowering piece of creative work that positively changed the way we thought about each other as human beings.
It not only connected those who often feel excluded from society, it put them on a pedestal. From the iconic, defiant message of arrival in 2012, followed a masterful transition into a celebration that revealed a bigger class of superhumans that we see around us every day.
All in all, We are the Superhumans is an incredibly worthy winner of our humble award. Let’s watch it one last time…