The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Integrated

Super. Human.

Agency 4creative / London

Client Channel 4


Integrated Branding Campaign

Annual ID


About the Work

Our task was to promote the Tokyo 2020 Paralympic games on Channel 4 and shift attitudes around disability in the UK. Channel 4’s previous ‘Superhumans’ campaigns were hugely influential, but a decade on, some disabled people pointed out we had inadvertently created a new disability stereotype: sports superhero. So the most powerful thing we could do was rip our most iconic campaign in two. This year, instead of just presenting the athletes as ‘super’, we wanted to show their human side: Super. Human. Because what sets these athletes apart is not their disability, but the very human qualities of obsession, competition and sacrifice that they take to the next level in order to compete for their country on a global stage: To Be A Paralympian There’s Got To Be Something Wrong With You. Across the campaign we reclaimed historically emotive, negative pieces of language and turned them into bold statements of excellence, with unifying visual treatments exploring humanity and imperfection.

2022 Awards

Total Points: 45


Internal / In-House Agency

4Creative / London

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