{
    "title": "Umbrosa verovert de wereld met Superkraft ",
    "modified_at": "2026-04-08 10:07:25",
    "published_at": "2026-04-08 10:09:00",
    "url": "https://superkraft.prezly.com/umbrosa-verovert-de-wereld-met-superkraft",
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    "body": "<p style=\"text-align: left\">Umbrosa, Belgische specialist in designparasols en actief in meer dan 60 landen, werkt samen met Superkraft om zijn merk internationaal sterker te positioneren. Daarbij verschuift de focus van functionele productcommunicatie naar een emotioneel, premium en designgedreven merkverhaal. </p><p style=\"text-align: left\">Na een grondige merkoefening ontwikkelde Superkraft een nieuwe positionering onder de noemer <em>Timeless Elegance</em>, aangevuld met een vernieuwde visuele identiteit en internationale campagne. </p><p style=\"text-align: left\">Het creatieve concept speelt met contrast: via slow shutter speed blijft de Umbrosa-parasol visueel onaangetast, terwijl de wereld errond beweegt. Zo wordt de merkbelofte, tijdloosheid en duurzaamheid, krachtig in beeld gebracht. </p><p style=\"text-align: left\">De campagne loopt in Europa en de VS via Meta en LinkedIn, met aandacht voor zowel merkopbouw als concrete realisaties, zoals Hard Rock Cafe Madrid, Nikki Beach Mallorca en Four Seasons Lissabon. </p><p style=\"text-align: left\">Met deze samenwerking wil Umbrosa wereldwijd een consistent en herkenbaar premium merk uitbouwen, met als volgende stap de lancering van een nieuw model in Europa, Amerika en het Midden-Oosten. </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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