Having done work in the past with promo producers at Channel 4 and MTV, I appreciate how hard it can be for creatives to break out of a narrow genre. That's why the recognition at Cannes for 4Creative's 'Meet the Superhumans' trailer for the London 2012 Paralympics is so well deserved. The work has a bold, creative and conceptual feel and demonstrates very clearly that 'in-house' doesn't necessarily mean second best.
In 1968, David Ogilvy wrote a letter that was distributed at New York's Grand Central Station to help raise money for an African-American college fund. The opening line asked readers to look out of the train window when they reached 108th Street. Seeing with their own eyes the homes of the impoverished black students, they donated $26,000 in one evening. A simple idea that proved incredibly powerful. And an inspiration for this blog on advertising creativity around the world.
Monday, June 24, 2013
The superhuman face of the Paralympics
Labels:
4Creative,
Channel 4,
London 2012,
Meet the superhumans,
MTV,
Paralympics,
promo,
trailer
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