Celebrating its coverage of The Paralympic Games, the campaign is led with the three-minute film "We’re the superhumans", which won the Grand Prix for 4Creative in Film tonight.
"We’re the superhumans" showcases a range of paralympic athletes alongside disabled people from all walks of life in a colourful journey set to a rendition of Sammy Davis Jr’s Yes I Can.
The film, directed by Dougal Wilson, features people with various disabilities performing tasks from the mundane to the outstanding – brushing teeth, performing drum solos, eating breakfast and flying planes.
It is Channel 4’s first gold win at Cannes Lions this year, after winning two silver in Media and a bronze in Entertainment earlier in the week.
Alongside the Film Lions Grand Prix, 4Creative has taken home three gold and five silver Lions at Cannes this week.
The Grand Prix for Integrated Lions went to 180LA for Boost Mobile’s "Boost your voice", its political campaign in which mobile phone shops were turned into voting stations.
No US agencies won gold, but three were awarded silver: Wieden & Kennedy Portland for Nike’s "Time is precious", Goodby Silverstein & Partners for Cheetos’ "Cheetos museum", and Saatchi & Saatchi New York for Tide’s "Bradshaw stain".
And Crispin Porter & Bogusky Boulder picked up a bronze for Kraft Heinz’s "New and not improved".