{
    "title": "Umbrosa conquers the world with Superkraft ",
    "modified_at": "2026-04-08 10:08:13",
    "published_at": "2026-04-08 10:10:00",
    "url": "https://superkraft.prezly.com/umbrosa-conquers-the-world-with-superkraft",
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    "body": "<p style=\"text-align: left\">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. </p><p style=\"text-align: left\">Following an in-depth brand exercise, Superkraft developed a new positioning under the name <em>Timeless Elegance,</em> complemented by a refreshed visual identity and an international campaign. </p><p style=\"text-align: left\">The creative concept plays with contrast: using slow shutter speed, the Umbrosa parasol remains visually untouched while the world around it moves. This powerfully illustrates the brand promise of timelessness and durability. </p><p style=\"text-align: left\">The campaign is running across Europe and the US via Meta and LinkedIn, with a focus on both brand building and concrete realizations, such as Hard Rock Cafe Madrid, Nikki Beach Mallorca, and Four Seasons Lisbon. </p><p style=\"text-align: left\">Through this collaboration, Umbrosa aims to build a consistent and recognizable premium brand worldwide, with the next step being the launch of a new model in Europe, America, and the Middle East. </p><p>&nbsp;</p>\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/348936f5-5af7-4dc2-8bb1-537c8077308a/-/resize/1200x/-/format/auto/\"\n                                class=\"release-content-image__image image-thumbnail-rollover__image\"\n                data-description=\"\"\n                id=\"image-348936f5-5af7-4dc2-8bb1-537c8077308a\"\n                data-id=\"348936f5-5af7-4dc2-8bb1-537c8077308a\"\n                data-original=\"https://cdn.uc.assets.prezly.com/348936f5-5af7-4dc2-8bb1-537c8077308a/-/inline/no/SPECTRA+Cantilever+-+Landscape+-+EU.png\"\n                data-mfp-src=\"https://cdn.uc.assets.prezly.com/348936f5-5af7-4dc2-8bb1-537c8077308a/-/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\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/64a53b31-4ec1-460a-a39b-dbade0e19cfa/-/resize/1200x/-/format/auto/\"\n                                class=\"release-content-image__image image-thumbnail-rollover__image\"\n                data-description=\"\"\n                id=\"image-64a53b31-4ec1-460a-a39b-dbade0e19cfa\"\n                data-id=\"64a53b31-4ec1-460a-a39b-dbade0e19cfa\"\n                data-original=\"https://cdn.uc.assets.prezly.com/64a53b31-4ec1-460a-a39b-dbade0e19cfa/-/inline/no/VERSA+ROUND+-+Landscape+-+EU.png\"\n                data-mfp-src=\"https://cdn.uc.assets.prezly.com/64a53b31-4ec1-460a-a39b-dbade0e19cfa/-/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<div id=\"video-aa23dd0b-6537-4990-a45f-c37623baf7a8\" 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://cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1181120990%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1775639218&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" 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://cdn.iframe.ly/embed.js\" charset=\"utf-8\"></script>\n</div><p style=\"text-align: left\"><strong>Credits</strong> </p><p style=\"text-align: left\">Agency: Superkraft </p><p style=\"text-align: left\">Client: Umbrosa </p><p style=\"text-align: left\">Client contact: Christophe Haemers, Eva Verbesselt </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 Manager: Jana Maes </p><p style=\"text-align: left\">Creatives: Girbe Bogaerts, Yannick De Haes </p><p style=\"text-align: left\">Head of Design: Caroline Vanneste </p><p style=\"text-align: left\">Brand Designer: Arnaud Segers </p><p style=\"text-align: left\">Motion design: Casimir Desmet </p><p style=\"text-align: left\">Digital &amp; Data : Lennert Balcaen, Sven Jacobs </p><p>&nbsp;</p>",
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