Paralympics Stadium Climb
CHANNEL 4
PARALYMPICS STADIUM CLIMB
Can you stage a PR stunt that highlights the extraordinary talents of Paralympians, ahead of the Paralympics?
THE ASK
Concept ◆ Creative Direction ◆ Design ◆ Production ◆ Delivery
We were asked by Channel 4 to devise different ways of bringing their iconic “Meet The Superhumans” campaign for the London 2012 Paralympics, that challenged perceptions of disability and disabled athletes, highlighting their extraordinary abilities and bringing them into the mainstream. The centrepiece to the live campaign, 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.”
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