Channel 4 served as host broadcaster for the Paralympic Games for the first time ever in London and received widespread plaudits for their coverage of the event, particularly their "Meet the Superhumans" trailor, which portrayed Paralympic athletes as extraordinary individuals.

"Rather than just being 'the bit after the Olympics' contested by people that elicit pity, the Paralympics became an event in itself fought by people who inspire awe," said a citation from Campaign.

"And so, in the space of just a few weeks, Channel 4's 'Meet the Superhumans' campaign changed the way that people in this country view disability - hopefully forever."


Channel 4's in-house creative resource, 4Creative, also won the best TV and Cinema advert for the Meet the Superhumans trailer.

"The extraordinary Paralympians came, they saw and they conquered all our hearts," said Channel 4's director of marketing and communications Dan Brooke.

"We, meanwhile, were lucky enough to be able to point a camera at them with reasonable competence."

The award comes after Channel 4's was also honoured at the Promax Awards and the British Television Advertising Awards.

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