“WE’RE THE SUPERHUMANS” cd: ALICE TONGE
WE'RE THE SUPERHUMANS (2:59)
Creative Director: ALICE TONGE
Winner of the VOWSS 2017 AWARD
For CREATIVE DIRECTION
At CANNES LIONS FESTIVAL OF CREATIVITY
ALICE TONGE - Creative Director, shares the process that led to the creation of "We're the Superhumans":
“When we began work on the campaign, we came across a shocking statistic: 67% of people in the UK felt uncomfortable talking to a disabled person. We decided the marketing focus would be about making this (the 2016 Paraolympic Games) more than just a sporting event and use the opportunity to fundamentally change attitudes towards disability. We would do this by celebrating ability in its widest sense – from winning a gold medal, through to something as everyday as brushing one’s teeth.”
Alice is a multi-award winning creative powerhouse - A MAWCP!
She has worked at 4creative (Channel 4 - UK) for over 10 years, heading up the Creative and Design department where she’s helped create hugely iconic and genre-defying work.
Her 2016 ‘Yes I can’ Paralympics campaign has been adopted by the U.N. as a worldwide disability aid as well as becoming part of the national curriculum in UK schools. Her works include the Channel 4 rebrand which was exhibited in the British Design Museum; ‘Born Risky’, a campaign that featured perception changing ‘Alternative Voices’, as well as the promo ‘Gay mountain’ - a promotastic ‘fuck you’ to the homophobic Putin during the Winter Paralympics. Oh, and work that includes award winning posters for ‘The Original Extreme Sport’ Grand National campaign which won the Annual Portrait Prize at the National Portrait Gallery.
Like we said. She’s a MAWCP!