Creativity can be an effective tool in shifting attitudes; just look at this Film Lions Grand Prix winner. It prompted nearly one in three Brits to watch the Paralympics, while 57% of British adults say that the Games made them more positive about what disabled people can achieve. David Lubars, Chief Creative Officer, BBDO Worldwide and Jury President, Film Lions, said: “It generates excitement for the Paralympics by portraying an under-represented and misunderstood group in a fun, aspirational and compassionate way.” ⠀ ⠀ Super. Human. | @Channel4 | 4Creative London | 2022 ⠀ ⠀ 🏆1 Grand Prix ⠀ 🥇1 Gold Lion ⠀ 🥈1 Silver Lion ⠀ 🎗️4 Shortlisted ⠀ ⠀ Explore the world’s greatest platform of creative excellence with 200k+ Lion-winning pieces of work at lovethework.com ⠀ ⠀ #canneslions #marketing #advertising