The creative agency SuperHeroes has launched a new luxury division: SuperHeroes Deluxe. The new division aims to strengthen the agency’s Gen Z offering and transform luxury advertising.
SuperHeroes identified a gap in the market after collecting insights from the luxury clients (Balenciaga, Jimmy Choo, and Louis Vuitton) of its digital art collective, JIMMY, and speaking to its Gen Z insight panel, The Robins. According to a press release by the agency, Gen Z is projected to consume luxury goods at a faster rate than any other generation by 2030.
To help luxury brands reach and engage with this demographic, SuperHeroes Deluxe will focus on social content, DOOH, events and activations. Chief Creative Hero, Rogier Vijverberg, and Luxury Hero, Chengcheng Li, will lead the new division.
‘We know that there is lots of ‘boring’ advertising in the luxury sector. Gen Z wants future-focused brands that challenge conventions and ride the wave of the latest trends fearlessly,’ Vijverberg said in a statement. ‘ SuperHeroes Deluxe will help luxury brands to connect with Gen Z through thumb-stopping content which turns heads and pushes boundaries.’
Li also discussed the new division, sharing that SuperHeroes Deluxe will provide luxury brands with the latest insights to ‘transform their cultural DNA’ and allow them to deliver business results, ‘with boldness and creativity’.
Featured image: SuperHeroes Deluxe