SuperHeroes, the creative agency saving the world from boring advertising, has announced the launch of a new division, SuperHeroes Deluxe. Gen Z is rewriting the rules for luxury brands, and SuperHeroes Deluxe is the key to winning their hearts.
Luxury advertising must be more than a pretty wallpaper lacking personality and energy. Brands need to grab people’s attention, capture their attention, spark conversations and push the boundaries. With Gen Z expected to consume luxury goods three times faster than any other generation by 2030, SuperHeroes Deluxe creates social content, DOOH, events and activations to help these brands drive conversations with young consumers.
These insights were gleaned from JIMMY (SuperHeroes’ digital art collective) luxury brand clients, including Balenciaga, Jimmy Choo, Louis Vuitton, etc. Combined with SuperHeroes’ expertise on Gen Z from The Robins (SuperHeroes’ Gen Z insights panel), the team identified a gap in the market, from which SuperHeroes Deluxe was born.
The division will be led by Chief Creative Hero Rogier Vijverberg and Luxury Hero Chengcheng Li, who will be business leader.
Chief Creative Hero Roger Feilberg said: “We know there is a lot of ‘boring’ advertising in the luxury sector. Gen Z is looking for future-thinking brands that challenge convention and aren’t afraid to ride the wave of the latest trends. Superheroes Deluxe helps luxury brands connect with Gen Z through compelling content that grabs attention and pushes boundaries.”
Luxury Hero’s Chengcheng Li said, “At Superheroes, we think about money first. And working with our Fens collective, The Robins, we provide luxury brands with the latest insights to transform their cultural DNA and engage with the next generation. Our goal is to help brands in the luxury sector effectively navigate this demographic while delivering business outcomes with boldness and creativity.”
