Channel 4 / 4creative

C4’s OLYMPIC STADIUM CLIMB STUNT

We were asked by Channel 4 to devise a series of stunts for their “Meet The Superhumans” campaign – as UK broadcaster of the Paralympics – that challenged perceptions of disability and disabled athletes, highlighting their extraordinary abilities and bringing them into the mainstream.

We devised a number of activations, one of which featured the incredible Jamie Andrew – climber and quadruple amputee – scaling the Olympic Stadium, just before the Paralympic Opening Ceremony, and hoist a flag carrying the slogan “Thanks for the Warm-up”.

Jamie said: “The Stadium will be the centre-piece for the Opening Ceremony of the Paralympic Games on Wednesday and I wanted to highlight the tremendous strength and ability of the disabled athletes we will all be watching from next week. Returning to climbing following the accident has been my greatest challenge, and it has been such an honour to be the first person to ascend the Stadium to promote the Paralympic Games.”