Biggest ever Channel 4 marketing campaign includes 9pm roadblock across 24 channels
Channel 4 launched its biggest ever marketing campaign on Tuesday July 17th to promote coverage of the London 2012 Paralympic Games with a ʻroadblockʼ premiere of its Meet the Superhumans film across 24 television channels.
The 90 second long film, Meet the Superhumans, will be broadcast at 9.00pm concurrently across 24 different UK television channels, including all of Channel 4ʼs networks, ITV1, Five, Sky One, Eurosport and all of UKTVʼs channels. Set to the track, Harder Than You Think by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games.
The new TV campaign is the second phase in Channel 4ʼs marketing campaign for the London 2012 Paralympic Games, which began earlier this month with a series of xx promotional trails introducing leading British Paralympic athletes and Paralympic themed Channel 4 idents. In the build-up to the Games, the campaign will also encompass major outdoor poster, press and digital activity as Channel 4 delivers on its commitment to bring a new audience to the Paralympic Games and to raise awareness of Paralympic sport.The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4ʼs in-house agency, 4creative.
Dan Brooke, Channel 4ʼs Chief Marketing & Communications Officer said: “London 2012 is a coming of age moment for the Paralympics and this marketing campaign is designed to help bring a whole new audience to it, and may even raise a goosebump or two along the way.”
Director / Creative: Tom Tagholm
Producer: Gwilym Gwilym
Producer: Rory Fry Cinematographer: Luke Scott
Production Designer: Will Htay Casting
Director: Julie Tomkins
Costume Designer: Wiz FrancisLocation
Manager: Algy Sloane
Production Manager: Simon Maniora Business
Director: Olivia Browne
Editor: Tim Hardy
Edit Facilities: Stitch
VFX/Post Production: MPC
VFX Producer: Tim Phillips
VFX Supervisor: Michael Gregory
Grade: Jean-Clement Soret
Audio: Rich Martin
Audio Facilities: Envy