Puur Gent and Superkraft "niet te stoppen bij het shoppen"
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 with the ambition to help Ghent’s merchants, even when the city itself comes to a standstill.
CREDITS
Agency: Superkraft
Client: Stad Gent, Puur Gent
Client contact: Sofie Claeys
Managing partners: Lien Brouillard, Sam Lagaert
Creative Director: Koenraad Lefever
Strategic Director: Jef Raeman
Strategy: Febe Nolf
Account team: Jana Maes, Julie Meirlaen
Creatives: Girbe Bogaerts, Yannick De Haes
Design Director: Caroline Vanneste
Design: Arnaud Segers
Motion design: Kiet Janssens
