Thinkbox CEO Lindsey Clay says it’s “a great shame” that many of the brands shortlisted for Channel 4’s ‘Superhumans Wanted’ competition have since decided not to run the campaigns pitched at promoting diversity.
The competition, announced in April last year, offered the winning brand £1m of commercial airtime throughout the Rio Paralympics. Every pitch had to prominently feature disabled talent and issues. Channel 4 expected between 20 and 30 applicants, but saw nearly 100 brands and agencies enter the competition.
Maltesers won and subsequently released three ads that had disability and diversity at their heart. Earlier this year it also unveiled a braille bus poster.
Bron en volledig bericht: Marketingweek