High-end division unveiled by SuperHeroes brand
SuperHeroes Deluxe Launches to Revolutionize Luxury Advertising for Gen Z
In a bold move to redefine luxury advertising, Dutch creative agency SuperHeroes has launched a new division called SuperHeroes Deluxe. The new division aims to strengthen the agency's Gen Z offering and transform luxury advertising, integrating artificial intelligence and creative artistry to appeal to Gen Z's digital-native sensibilities.
Led by Rogier Vijverberg, the Chief Creative Hero, and Chengcheng Li, the Luxury Hero, SuperHeroes Deluxe has been gathering insights from luxury brands such as Balenciaga, Jimmy Choo, and Louis Vuitton, as well as from its Gen Z insight panel, The Robins.
According to Vijverberg, SuperHeroes Deluxe aims to connect luxury brands with Gen Z through 'thumb-stopping content' that challenges conventions and rides the wave of trends. Li added that the division will provide luxury brands with the latest insights to transform their cultural DNA and deliver business results with boldness and creativity.
The new division's strategy contrasts with traditional luxury advertising that often relies on heritage and exclusivity. Instead, SuperHeroes Deluxe focuses on dynamic innovation and the cultural power of Gen Z as "superheroes of the new luxury," recognizing their growing influence in reshaping the industry by 2025.
SuperHeroes Deluxe leverages AI as a tool to create unique artistic expressions and immersive marketing, positioning themselves at the intersection of tech and culture. Their first event featured contemporary artists using AI as part of luxury brand storytelling, signaling a move beyond traditional luxury ads toward interactive and culturally resonant content that speaks to Gen Z’s values and media consumption habits.
Gen Z, projected to consume luxury goods at a faster rate than any other generation by 2030, will be the primary focus of SuperHeroes Deluxe. The division will focus on creating content that turns heads and pushes boundaries to connect with Gen Z, offering services such as social content, DOOH (Digital Out-of-Home), events, and activations.
The creation of SuperHeroes Deluxe follows insights gathered from the luxury clients of SuperHeroes' digital art collective, JIMMY. The new division is expected to redefine how luxury brands engage with Gen Z, offering a fresh and innovative approach to luxury advertising.
- SuperHeroes Deluxe, the new division of SuperHeroes, aims to revolutionize the luxury advertising industry by integrating insights from luxury brands such as Balenciaga, Jimmy Choo, and Louis Vuitton, as well as Gen Z's insights from The Robins panel.
- Recognizing the growing influence of Gen Z in reshaping the luxury industry by 2025, SuperHeroes Deluxe leverages technology, particularly AI, to create interactive and culturally resonant content that speaks to Gen Z’s values and media consumption habits.
- SuperHeroes Deluxe, with its focus on dynamic innovation and the cultural power of Gen Z, provides luxury brands with the latest insights to transform their business and deliver results, offering services like social content, DOOH, events, and activations that cater specifically to Gen Z.
