Britain's Channel 4 shared gold with the world when they introduced their #superhuman trailer for the Rio 2016 Paralympic Games.
This isn't Channel 4's first creative approach in raising Paralympic awareness. Prior to the London 2012 Paralympics, the network introduced "Meet the Superhumans," a campaign that produced the largest audiences to watch the Paralympics in the U.K. in years.
The mission: successfully raise awareness and understanding of disability in sport.
The result: The London 2012 Paralympics became the first Paralympics to sell out.
We'd say mission complete.
The social media world was quickly captivated by Channel 4's content — with Paralympians joining in on the conversation.
The Rio 2016 Paralympic Games will take place Sept. 7-18.
Want more Paralympic features? CBC Sports has created profiles that introduces some of Canada's top Paralympians:
Trevor Hirschfield: Wheelchair Rugby
Zak Madell: Wheelchair Rugby
Jason Dunkerely: Middle-Distance Running
Aurelie Rivard: Swimming
For more Paralympic stories, videos and pictures visit www.cbc.ca/sports/paralympics