#Rising world commands tv
“As a broadcaster, TV is always at the cornerstone of any campaign we run. The choice of primary medium was, of course, never in doubt. So even if we can shift the perception of disability a small amount, then TV is doing an important job,” says his creative partner Scott Taylor. “The Paralympics is undeniably an essential part of this, as across the board disability is under-represented on our screens.
How do you do something as good as the previous ads? How do you say something different? How do you push the conversation around Paralympic sport forward? It was a “daunting challenge,” admits 4Creative’s creative Andy Shrubsole.īuilt into C4’s DNA is the need to represent unheard voices.
But the legacy of the two previous successful ads had set the bar incredibly high. The brief was relatively simple: promote the 2020 Tokyo Paralympics on C4. The commercial beat four others to claim the Thinkboxes Award for TV Creativity, run in partnership with Campaign. This Tweet from a young boy told the team at 4Creative all they needed to know about the impact of their latest ad to promote Channel 4’s Paralympics coverage.īut the plaudits for this three-minute film just keep coming - and now their creative peers in the Thinkbox Academy have voted it the best TV ad to debut in July-August. “When I grow up I want to be a Paralympian.”
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