Duvel and Superkraft reach for the Sky

The City of Ghent and PuurGent, together with Superkraft, are launching their new campaign to give local merchants in construction zones in the city center a helping hand. Roadwork often spells bad news for nearby businesses. Passersby take a different route, storefronts disappear behind construction barriers, and the neighborhood is quickly avoided. The reality is different. The shops are open, and the merchants are ready. It’s just that no one can see them anymore because of all the construction signage. Based on that contrast, Superkraft came up with “Niet te stoppen bij het shoppen.” A campaign that reverses the visual language of a construction site. From an obstacle to an invitation, guiding pedestrians toward the merchants. With stop signs that turn into shop signs, cleverly designed directional signs, and colorful street banners. This way, the construction zone itself becomes not an obstacle but the best advertisement for local merchants. An approach that aligns...

Umbrosa, a Belgian specialist in designer parasols active in more than 60 countries, is partnering with Superkraft to strengthen its brand positioning internationally. The focus is shifting from functional product communication to an emotional, premium, and design-driven brand story.