Channel 4 has just launched its biggest ever marketing campaign on to promote coverage of the London 2012 Paralympic Games with a ʻroadblockʼ premiere of its Meet the Superhumans film across 24 television channels.
The 90 second long film, Meet the Superhumans, was broadcast last night (July 17th)
at 9.00pm concurrently across 24 different UK television channels, including all of Channel 4ʼs networks, ITV1, Five, Sky One, Eurosport and all of UKTVʼs 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 4ʼs 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 4ʼs in-house agency, 4creative. 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.
Dan Brooke, Channel 4ʼs Chief Marketing & Communications Officer said: “London 2012 is a coming of age moment for the Paralympics and this marketing campaign is designed to help bring a whole new audience to it, and may even raise a goosebump or two along the way.”
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
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