We’re The Superhumans launched simultaneously across the Channel 4 network with a three minute advert set to a cover of Sammy Davis Jr’s Yes I Can featuring 140 people - Paralympians and non-athletes - while signed, subtitled and audio-described versions ran on-air, in-cinema and on YouTube and Facebook, making it Channel 4’s most accessible campaign to date.

It was the most-shared Olympics or Paralympic themed ad on social media of all time, the most awarded campaign globally of 2016, Campaign magazine’s ‘Campaign of the Year 2016’, winner of the Cannes Film Grand Prix, winner of two Black D&AD Pencils and was named ‘Global Advert of the Year’ by Shots. It has been used by the UN as a disability aid and added to the UK National Curriculum.