Maltesers and AMV BBDO have beaten almost 90 entries to win Channel 4’s Superhumans Wanted initiative.

The broadcaster launched the competition in April in a bid to encourage brands and creative agencies to feature people with disabilities in their advertising campaigns.

The winning prize for Maltesers is £1million of Channel 4’s commercial airtime.

Maltesers wins £1m of Channel 4's airtime

Maltesers wins £1m of Channel 4’s airtime

The winning campaign will be revealed in an exclusive launch spot in the 2016 Rio Paralympics Games Opening Ceremony on Wednesday 7th September, and will run across the 4 Sales channel network throughout the autumn.

The other seven brands and agencies shortlisted were: Amazon and Lucky Generals; Barclays and BBH London; Dove and Ogilvy; H&M and adam&eveDDB; Lloyds Bank and adam&eveDDB: Lynx and TMW Unlimited; and Purdey’s and iris Worldwide.

Jonathan Allan, sales director at Channel 4, said: “The massive response and quality of the entries surpassed all our expectations. The bold ad idea from Maltesers and AMV BBDO saw the judges unanimously agree that this was the showpiece to not only make a statement to viewers, but to encourage the industry to approach TV ad campaigns differently to be inclusive of disability.

“Having seen some absolutely brilliant scripts as part of this competition, we would like to work with all the shortlisted brands who want to make their ads to help get as many of these rich ideas onto TV as possible to improve disability representation in commercial airtime.”