Amsterdam, February 21st, 2019

Founded in Amsterdam but now also with offices in New York, SuperHeroes is a global creative ad agency, with a diverse staff from different nationalities.

The agency sees itself as digitally native but developing both digital and integrated campaigns. They are on a mission to save the world from boring advertising.

The agency provides a wide array of services including media relations, innovation lab, smart retail, social and analytics and communications strategy.

They have worked for global clients such as Converse, LG, Diesel, Heineken and Asus and produced a great range of viral videos, with more than 100 million views.

Among its diverse staff, Babo Schokker is a creative at the agency. In an interview with TIA; Schokker describes the design process of SuperHeroes and the key to create a successful campaign. At the same time, he gave examples of great projects and explained how to deal with challenges.

Could you give us an introduction to SuperHeroes and its vission and mission?

We, as SuperHeroes, we love helping brands fly. Working with us means getting the best of both worlds: creativity and strategy, deeply rooted in our mission of saving the world from boring advertising.

We were founded in Amsterdam in 2009 and now have secret hideouts in Amsterdam and New York, with a team of more than 45 people and over a dozen nationalities.

What is SuperHeroes’ design process?

It’s SuperHeroes belief that smart sharp creative, outperforms expensive media buys any day of the week. Forget about superficial impressions, we create direct hits which resonate with your audience on a human level.

What ingredients are key to create successful campaigns?

Creating experiences that grabs people in any media. Get them to wonder, love or hate it. Here by getting attention for the project and the message.

What is your personal definition of creativity?

The beauty of creating unexpected moments. By giving people a different perspective on the world and create memories.

Can you tell us about a project you are most proud of?

You’re as good as your last project! At the moment it’s: A symphonic tribute to men’s health, for: Distinguished Gentleman’s ride.

We had the idea of a tribute by an orchestra of motorcycles and the immediate question was: how on earth can we pull this off? That’s where Dominic Seldis as a conductor joined in. This man has an unstoppable passion for music, which we needed for such an experiment. The passionate motorcyclists, who volunteered with their bikes, were transformed into enthusiastic classical musicians. Proving there is music in every loud pipe.

The biggest personal challenge was that it’s all created pro bono by friends and volunteers. All for the passion of making the idea come to life, motorbikes and karma points for a good cause.

As a result, 991 riders joined last year in Amsterdam and raised $71332,19. World wide they were 114,699 riders and raised $6,103,893

The client is upset with a particular element of design that you have done. How would you handle the situation

Call. Ask questions. Go back in the process. Find a way together. Say sorry to your wife, friends, girlfriends and say hello to your work.

Name a challenge your team is currently facing.

Growing the agency. SuperHeroes is moving from being a teen to an adult. With all the challenges that come along. Keeping your identity and finding the right people and projects that fit the agency’s mentality.

How do you know if a person has what it takes to be part of the team?

If he/she can spend a night with us at the bar.

Name one favorite thing and the least thing you like about your role

The favorite is the team, The SuperHeroes Team. The least one are the projects that don’t come alive, or the way you imagined.

What was your journey like to get to where you’re today?

An ongoing search of who you are and what kind of work you love to make.

Are there online publications, professionals, industry leaders you follow?

No. Mostly artists and musicians, they’re the future. I follow: https://www.teamlab.art & Daniel Arnold.

Where do you go to get inspired?

Take me anywhere. But mostly by meeting new people.

What profession other than your own would you like to attempt?

Start a Cocktail ice-cream shop. With all your favorite flavors!

What piece of advice would you give a recent grad looking to work in the design/creativity industry?

Find out what kind of work you love to make and try to stand out with it. Work hard and find people who share the same passion. Don’t join the trend of “Nobel prize” concepts in your portfolio. Why so serious.

Thanks Babo!

Learn more about SuperHeroes

Follow Babo Schokker on social media:
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AdvertisingBabo SchokkerCampaignsCommunication StrategyCreativeCreativityDesigndesign processInnovationintegrated campaignsmedia relationsRetailStrategyViral campaigns