By Jessica Goodfellow

It’s been one week since Channel 4 launched ‘We’re the Superhumans’ to promote its coverage of the Rio 2016 Paralympic Games, and the atmosphere in its headquarters are euphoric. The campaign, a follow-on from its 2012 offering, has smashed previous viewing records and is set to be Channel 4’s most successful campaign ever.

Superhumans 2.0’s success over its predecessor is driven largely by the growth of video digitally since 2012, with the broadcaster choosing to premiere the advert on social media instead of TV. This change in strategy has helped the ad Read full story ›

Source: The Drum