Superkraft brings generations together for Peterman

Modern cars are looking more and more alike. The same shapes, the same colours and ever less character. They still take us from A to B, but they excite us less and less.

After three years of renovation, Design Museum Gent is reopening its doors with a new wing. Superkraft has developed the entire reopening campaign as well as the new positioning: ‘Keep questioning everything.’

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...