{
    "title": "Puur Gent and Superkraft \"niet te stoppen bij het shoppen\"  ",
    "modified_at": "2026-06-03 10:59:54",
    "published_at": "2026-06-03 10:59:00",
    "url": "https://superkraft.prezly.com/puur-gent-and-superkraft-niet-te-stoppen-bij-het-shoppen",
    "short_url": "http://prez.ly/XUHd",
    "culture": "en",
    "language": "EN",
    "slug": "puur-gent-and-superkraft-niet-te-stoppen-bij-het-shoppen",
    "body": "<p>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. <br>\u200b <br>\u200bThe reality is different. The shops are open, and the merchants are ready. It&rsquo;s just that no one can see them anymore because of all the construction signage. <br>\u200b <br>\u200bBased on that contrast, Superkraft came up with &ldquo;Niet te stoppen bij het shoppen.&rdquo; 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. \u200b <br>\u200b <br>\u200bAn approach that aligns with the ambition to help Ghent&rsquo;s merchants, even when the city itself comes to a standstill. \u200b \u200b </p><div id=\"video-9d5d5c68-ea9c-46f5-8788-acacd2dee2bc\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div style=\"max-width: 80vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 125%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1197999546%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1780480067&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div>\n    <figure\n        class=\"release-content-image release-content-image--contained release-content-image--align-center\"\n        data-component=\"image-zoom-popup\"\n        data-image-zoom-popup-selector=\".release-content-image__image\"\n        data-image-zoom-popup-i18n=\"data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0=\"\n        data-image-zoom-popup-tracking-views-event=\"Story Image View\"\n        data-image-zoom-popup-tracking-download-event=\"Story Image Download\"\n        data-image-zoom-popup-placement=\"content\"\n    >\n        <div class=\"image-thumbnail-rollover\" style=\"width: 100%\">\n            <img\n                src=\"https://cdn.uc.assets.prezly.com/13f524fa-f6e1-4dd3-95c6-79ad49739ee9/-/resize/1200x/-/format/auto/\"\n                                class=\"release-content-image__image image-thumbnail-rollover__image\"\n                data-description=\"\"\n                id=\"image-13f524fa-f6e1-4dd3-95c6-79ad49739ee9\"\n                data-id=\"13f524fa-f6e1-4dd3-95c6-79ad49739ee9\"\n                data-original=\"https://cdn.uc.assets.prezly.com/13f524fa-f6e1-4dd3-95c6-79ad49739ee9/-/inline/no/Prezly-img3.png\"\n                data-mfp-src=\"https://cdn.uc.assets.prezly.com/13f524fa-f6e1-4dd3-95c6-79ad49739ee9/-/resize/1200x/-/format/auto/\"\n                alt=\"Story image\"\n            />\n            <div class=\"image-thumbnail-rollover__caption\">\n                <svg class=\"icon icon-expand image-thumbnail-rollover__caption-icon\">\n                <use xlink:href=\"#icon-expand\"></use>\n            </svg>            </div>\n        </div>\n\n        <figcaption class=\"release-content-image__caption\"></figcaption>\n    </figure>\n<p style=\"text-align: left\"><strong>CREDITS</strong> </p><p style=\"text-align: left\">Agency: Superkraft </p><p style=\"text-align: left\">Client: Stad Gent, Puur Gent </p><p style=\"text-align: left\">Client contact: Sofie Claeys</p><p style=\"text-align: left\">Managing partners: Lien Brouillard, Sam Lagaert </p><p style=\"text-align: left\">Creative Director: Koenraad Lefever </p><p style=\"text-align: left\">Strategic Director: Jef Raeman </p><p style=\"text-align: left\">Strategy: Febe Nolf \u200b </p><p style=\"text-align: left\">Account team: Jana Maes, Julie Meirlaen </p><p style=\"text-align: left\">Creatives: Girbe Bogaerts, Yannick De Haes </p><p style=\"text-align: left\">Design Director: Caroline Vanneste </p><p style=\"text-align: left\">Design: Arnaud Segers </p><p style=\"text-align: left\">Motion design: Kiet Janssens</p>",
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            "caption": "PUUR Gent Niet te Stoppen bij het Shoppen social video",
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            "embed": "<div style=\"max-width: 80vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 125%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1197999546%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1780480067&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>"
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    "author": {
        "first_name": "Sam",
        "last_name": "Lagaert"
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