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SuperHeroes, the creative agency saving the world from boring advertising, announces the launch of its new division, . Gen z is rewriting the rules for luxury brands, and SuperHeroes Deluxe is the key to unlocking their hearts and minds.

Luxury advertising should be more than just beautiful wallpaper that lacks distinctiveness and energy. Brands need to stop thumbs, turn heads, provoke conversation and push boundaries. With gen z expected to consume luxury goods three times faster than any other generation by 2030, SuperHeroes Deluxe will produce social content, DOOH, events and activations to help these brands drive conversations with young consumers.

These insights are gleaned from JIMMY’s (SuperHeroes’ digital art collective) luxury brand clients, which include Balenciaga, Jimmy Choo and Louis Vuitton. Combined with SuperHeroes’ expertise on gen z, courtesy of The Robins (SuperHeroes’ gen z insight panel), the team identified a gap in the market out of which SuperHeroes Deluxe was born.

The division will be led by chief creative hero, Rogier Vijverberg, and Luxury Hero, Chengcheng Li, who will be the business lead.

Rogier Vijverberg, chief creative hero said, “We know that there is lots of ‘boring’ advertising in the luxury sector. Gen z wants future-focused brands that challenge conventions and ride the wave of the latest trends fearlessly. SuperHeroes Deluxe will help luxury brands to connect with gen z through thumb-stopping content which turns heads and pushes boundaries.”

Chengcheng Li, luxury hero said, “At SuperHeroes we think earned-first, and combined with The Robins - our fen z collective, we’ll be providing luxury brands with latest insights to transform their cultural DNA and engage with the next generation. Our aim is to support brands in the luxury sector to effectively navigate this demographic whilst delivering business results, with boldness and creativity.”