Channel 4: Media that can!

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Campaign details

Brand: Channel 4Brand owner: Channel 4Lead agency: OMD UK, 4creative Country: United KingdomIndustries: TV channels, services, programmesMedia channels: Cinema, Direct marketing, Games & competitions, Integrated, Newspapers, Outdoor, out-of-home, Print, general, unspecified, Radio, Social media, TelevisionBudget: 3 - 5 million

Executive summary

We created Channel 4's most accessible campaign ever for the coverage of the 2016 Rio Paralympics, exceeding the client's 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...

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