SectorMedia / Entertainment Brands, Sport brands and Television brands
Hats off to the team at 4Creative.
No-one would have blamed them if they trailed Channel 4’s coverage of the 2016 Paralympic Games with a carbon copy of its goose-bump-inducing 2012 effort. But Channel 4’s first teasers for the Rio de Janeiro Paralympics take a different direction, drawing attention to the link between disabilities and Hollywood villains. The spot opens with disabled actors playing over-the-top baddies and then uses snapshots of Paralympic athletes to explain that disabled people can be the heroes too. The work was created by Jack Croft and Stacey Bird, and directed by Alex Boutell through 4Creative.