SuperHeroes on winning work and making world news

This article first appeared in issue 240 of .net magazine – the world's best-selling magazine for web designers and developers.

.net: Let’s start with an introduction. Who are you? Where, why and how did it all start?
SuperHeroes is a four-year-old creative digital agency based in Amsterdam and New York. We’re a very international bunch, with team members and clients from all over the world. In total, there are 24 of us now and we’re always looking to grow.

.net: And the name, SuperHeroes? Where did that come from?
Well, we’re in advertising, but like most people, we don’t exactly love most ads. The vast majority of the tripe produced globally every year is downright offensive, to be honest. I guess if we were to put a contrived rationale to our name, SuperHeroes comes from our desire to protect people from bad ads.

But there’s more to it than that. To name a creative agency ‘SuperHeroes’ in an industry famous for its obsession with hyperbole, we thought it would be fittingly ironic. Plus, such an internationally recognised word and inherently bold statement is almost impossible to forget and often raises a wry smile from clients and normal folk alike.

It’s always funny to see how much impact that little SuperHeroes sticker on our front window has on passers-by. They’re continually stopping to have their picture taken outside the agency, pretending they’ve stumbled upon an actual SuperHeroes hideout down our leafy unassuming street in De Pijp, Amsterdam (which they have, of course). It’s fun.

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