In 2016, we ran a £1million airtime competition called "Superhumans Wanted", which encouraged brands and agencies to feature all forms of disability in their ad campaigns.

The winning campaign stood out amongst a field of almost 90 entries from a wide variety of UK brands. 

Eight brands were shortlisted, including Lloyds, Dove, Lynx, Amazon, Purdeys, Barclays and H&M, But there could only be one winner, and that accolade went to AMV BBDO for their entry with Maltesers. Their winning spot was produced and aired for the first time in the Rio Paralympics Games Opening Ceremony on Wednesday 7th September 2016.

The campaign went on to become hugely successful for Maltesers, with Michele Oliver, VP Marketing at Mars, stating that it was the brand's most successful campaign in over a decade, helping achieve an 8.1% sales uplift whilst on air. (Source: