There’s almost no campaign we’d rather have seen win big at Cannes this year. Our Paralympics campaign for Channel 4 scored twice (!) at the Media Lions ceremony and was awarded with both a Silver Lion for Media & Publications and Integrated Media. We also scooped a Gold Integrated Lion!
We are proud to say that we created Channel 4’s most accessible campaign ever for the coverage of the 2016 Rio Paralympics, smashing viewing targets and changing the nation’s attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy, we got half of the UK population tuning into the Games.
Our integrated campaign didn’t just appear inclusive, it was inclusive and within reach of everyone in the UK. Channel 4’s Paralympic approach is being studied in UK schools and the campaign was used by the UN as part of an international initiative for disabled people.
Watch the centrepiece of our campaign, a jaw-dropping 3-minute film featuring 140 disabled people which premiered simultaneously across broadcast and social channels:
A massive thanks to everyone involved in this amazing campaign! We are so proud of being a part of this.
And there is even more…
We are truly over the moon as the good news doesn’t stop here. OMD also won Cannes’ prestigious Global Media Network of the Year award!!! We had 16 campaigns from all around the globe shortlisted and last night we won one gold, five silver and five bronze in the media category alone, resulting in OMD being named Media Network of the Year.
What a night!