The supermarket and broadcaster, neither of which had previously been involved in the Paralympic Games, were praised by the judges for their "outstanding" collaboration, which challenged existing perceptions of disability.

The judges said: "It was an extraordinary Paralympic Games campaign that changed the attitude in this country forever."

The same joint entry also won the Cause-related Marketing prize, while Channel 4's solo entry for its "Meet the Superhumans" Paralympic Games campaign topped the Customer Insight category.