Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
Channel 4 in Britain recently made one of the greatest ads ever about disability with "We're the Superhumans." The spot, timed to the 2016 Paralympic Games, was a follow-up to 2012's "Meet the Superhumans" but went well beyond the original to create its own brilliant, freewheeling world of fun.
But it didn't end there. Channel 4 also dreamed up a companion contest called "Superhumans Wanted," which challenged U.K. brands to develop a bold, creative campaign with disability and diversity at its core.