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. . . MGZN we begin when You walk in... Maybe a bit unsure or

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of a mess...

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FAME

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A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

DS BECOME FAMOUS.

GET PEOPLE TALKING ABOUT YOU. If no one’s talking about your brand, you’re already losing. We turn ideas into work people can’t resist sharing, bold enough to be noticed and smart enough to stick. Silence never sold anything. We make noise that matters.

SuperRebel.Agency® fuses brand strategy, social media, design, advertising and AI to guide your brand into the future and make it your most valuable asset. That’s why we are the agency ‘Where Brave Brands Become Famous’.

A BRAVE A BRAVE BRAND BRAND PUBLICATION PUBLICATION FORFOR PEOPLE PEOPLE WHO WHO HATE HATE BORING BORING

____ Telling isn’t selling. Be Brave.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

NEW BEGINNINGS.

Let the games begin Culture doesn’t happen in spreadsheets; it happens when people collide. This is how it all started and how we enjoyed the hell out of it.

A good idea sells itself If you’re reading this thinking, “Why didn’t we come up with this?” — that’s exactly how clients react to the SuperRebel.Agency® Brandboard®.

68 24 4

Interview – Sophie Bruijns “Aartsen sets the bar high for brand communication.” Marketing Manager Sophie Bruijns on how SuperRebel.Agency keeps pushing it higher.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Hangout for the Brave How a wrecked hostel was rebuilt into Hotel SuperRebel — the first hotel where you can’t sleep, but where everyone wants to stay.

Stories that inspire bravery Head to the cases and see where it started — the spark, the breakthrough, the first step toward something bigger.

CONTENT

When VGP called, we made a callsheet From brief to blockbuster: how we built a global campaign and a brand movie with enough ambition to make it on the big screen.

76 30 Selected Work Swipe, scroll, and flip through SuperRebel’s finest in design, advertising, social, and digital — served in bold, bite-size hits. Head to the cases and see where it started — the spark, the breakthrough, the first step toward something bigger.

What were they thinking? The origin story of SuperRebel. Agency

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A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

THE MANIFESTO

SuperRebel.Agency® is the Creative Powerhouse for Brave Brands. We build BRAVE new brands and energize existing ones by fusing strategy, creativity, technology and AI to lead the future of advertising. We believe bravery drives innovation and bold decisions deliver fame, growth, and success.

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superrebel.com +1

NOTHING GREAT IS

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

THE NEW ERA 9

DREAMED INVENTED DESIGNED BUILT PRODUCED PLAYED STARTED... WRITTEN IMAGINED DEVELOPED CREATED RECORDED

...ALONE.

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THE NEW ERA

Half a year ago, three agencies took a brave leap together. Not to become bigger, but to become better. Faster. Sharper. And yes, far more digital. Today, that decision is proving exactly right. We’re no longer building the merger. We are the merger. One team. One culture. One creative powerhouse that blends craft, code and culture in a way none of us could have done alone. And here’s the twist. While we’re operating more digitally than ever, we chose to relaunch this magazine after 6 years. Not out of nostalgia, but because some stories deserve paper. Because a great idea still feels better when you can hold it. And because a new beginning deserves a tangible moment. The past months have been about laying the foundation (and that was heavy): aligning our people, tightening our processes, growing a strong management team and creating a culture that feels ambitious yet human. The combination of SUPERREBEL.AGENCY, Today’s Milk and The Best Social has proven powerful, different strengths, one shared drive. With Antea by our side, we’ve accelerated on tech, AI and smart innovation. With new talent joining across Breda and Amsterdam, the energy is unmistakable. And with brave clients stepping forward, the work is speaking louder every week.

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This magazine captures that momentum. A new start you can flip through, feel and hopefully enjoy. It’s a snapshot of who we’ve become and a hint of what’s coming.

The creative powerhouse for brand strategy, big ideas, design, and campaigns that move culture.

/SOCIAL Social media, influencer marketing, community building and activations that spark conversation and keep it going.

/DIGITAL

Performance marketing and digital media development that make every click, view and euro work harder.

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This captures our evolved vision and the transformative impact we create for our clients. At SuperRebel.Agency®, Social and Digital strategic thinking fuels brave creativity, because groundbreaking ideas never come from playing it safe. Creativity rules. Creativity, technology, and AI collide to create work that makes an impact. Social media savviness shapes work that genuinely influences culture and sparks deep relationships between brands and people. Our approach merges cutting-edge technology with human creativity, resulting in smarter, more influential and cost-effective campaigns. We simplify complexity, break conventions and deliver ideas that stand out and endure. Our clients are entrepreneurial leaders who thrive on distinction, not conformity.

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Our ideas are brutally simple, incredibly effective and designed to cut through the noise. We’re the agency clients often describe by saying: "I wish I came up with this idea myself."

Our DNA Four values shape tomorrow’s agency: Bold. Outspoken. Smart. Stylish. Tomorrow’s agency must stand for more than reach and ROI. It must stand for bravery, vision and originality. Our beliefs Innovation: We lead with AI, powered by creativity. Curiosity: We dig deeper, ask better, make the unseen possible. Courage: We don’t play it safe, we stand out. Our mission To awaken the SuperRebel® in every brand. To empower rebels and rule-breakers with bold ideas, smart strategy and creativity that demands attention. Our values To lead the industry with innovation, curiosity and courage. To make every brand we touch famous for being brave. Our persona

A SuperRebel is brave, bright, curious and true to strong beliefs. Leads with guts. Moves with style. Trusts instinct over the rulebook. Always with heart.

er p u S I am a with I lead ith w e I mov in I follow t s ju not or f d I stan ith w e v e i l I be ct oth e p es r I ac b t ’ I don r ha e th k s a I e th e s oo h c I th i w s y Alwa

In a world of noise, dashboards and forgettable campaigns, the one thing that still moves people — creativity — is getting lost. Most marketing looks logical but feels lifeless. It performs but doesn’t endure. We believe brave creativity makes the difference. And that’s exactly what we bring. Our Positioning SuperRebel.Agency® The Creative Powerhouse for Brave Brands We’re not just another agency. We’re a creative force built for brands that dare to lead. Bravery is our engine. Creativity is our edge. The Pain Marketing leaders face chaos. New platforms pop up overnight. Budgets stretch too thin. Brand control slips. Data drowns instinct. We work with ambitious brands (€100K–€3M budget range) ready to make braver smarter moves. We bring clarity, creativity and impact across every touchpoint from TikTok to retail, influencers to AI. As a true marketing partner, we make brands famous for being brave.

. l e b e R er . ts u g th . e l y t s th t c n i t s n rules. t ha w or . y t i r g th inte ut b s er th . n w o d ack tions. es u q d r . th a p e bold t. ar he ith

Why Today's Market Needs Rebels.

BIN THERE...

look at your bin and ask your self... did you try hard enough?

DONE THAT.

Doing it again. Every new beginning comes with a beautiful lie: that new beginnings start clean, linear, and heroic. Spoiler, they’re not. New beginnings are messy. They come with hesitation, false starts and an impressive pile of ideas that never make it past the concept stage. Because before something begins, a lot of things end. Not every idea gets green light. Not every bold ambition survives the boardroom. More ideas end up in the bin than ever make it into the world. The bin is the proof that you tried. That you explored. That you dared to think further than was comfortable. And only when you dare to dump the safe stuff and push the brave ideas forward, do you get something worth starting for. So yes, new beginnings demand guts. Because anyone can have bold ideas. Only a few are bold enough to execute them.

LET THE GAM

LAUGHING, COMPETING, TEAMING UP AND PLOTTING PLAYFUL SABOTAGE A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

MES BEGIN. yet-strangely-insightful way to test chemistry, spark rivalry and figure out who’s going to be dangerous on a whiteboard. This time “integration strategy” meant laughing, competing, teaming up and plotting playful sabotage, because if we’re going to build something new together, we might as well start by enjoying the hell out of it.

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After months of investor deepanother boardroom sermon dives, lawyer marathons, dueon “unlocking cross-entity diligence ping-pong, and more value streams,” we decided to “strategic alignment sessions” do something far more radical than anyone should legally endure, — we made it fun. Because at the merger has finally reached its SuperRebel, culture doesn’t go-time moment. The KPIs have happen in spreadsheets; it been synergized, the org charts happens when people collide. harmonized, and every last drop So, the real merger didn’t start of corporate oxygen has been with signatures, dotted lines, or squeezed into a 273-page Share corporate jargon. It started when Purchase Agreement nobody will eight teams stepped into a room ever read again. together, not to negotiate… but to play the Business Game — our But here’s the twist: instead of very own high-octane, mildly easing into this new era with chaotic, completely unserious-

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STARVE YOUR DISTRACTIONS & FEED YOUR

FOCUS. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Others Hide Behind Proposals. We Publish Prices. SuperRebel is one of the few (maybe the only) agencies that’s 100% transparent about remuneration. Everything we offer. Fully priced. No surprises. Updated menu. Now featured in our mgzn. superrebel.agency.

BRAVE HEAR SOPHIE / AARTSEN

Sophie Bruijns is Marketing Manager at Aartsen Fruit & Vegetables, an importer of fresh produce. We spoke with her about how Aartsen approaches its marketing and brand positioning.

Can you explain what Aartsen is and what you do? Aartsen is an international family business that has been active in the import of fresh fruit and vegetables for almost 120 years. We source our products from more than 60 countries across every corner of the globe and work with over 800 producers. These fresh products are then transported to our branches in the Benelux and to around fifteen countries in Asia. We operate from four locations: Breda (our headquarters), Venlo and Sint-KatelijneWaver, as well as a sales and distribution office in Hong Kong for the Asian market. We are also preparing to open a new branch in India, which will be an important step in our international expansion.

buyers. We do this together with 250 colleagues who are committed to delivering quality and service every single day. Order and tidiness, perfectionism and a distinctive attitude are the standard here. Put simply: we do things properly or we don’t do them at all. That is typically Aartsen, and we call it nonstopfresh.

The Aartsen brand is not aimed at consumers but at B2B. What does your marketing strategy look like? We position ourselves as a reliable distributor between our global partners and local

We aim for a healthy balance between maintaining existing relationships and attracting new ones. This means we invest in campaigns, but also put effort into creating memorable experiences, such

BRAN Our marketing strategy focuses on three core target groups: suppliers, customers and (potential) employees. We always take into account the countries and regions in which they operate. We want to be not only a reliable partner but also an attractive employer. Everything we do contributes to one clear goal: building a strong and recognisable Aartsen brand.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

What role does SuperRebel. agency play in your marketing and how does that collaboration work? SuperRebel acts as an extension and sparring partner of our marketing team. They move quickly and often need only a few sentences to create something that hits the mark. That’s essential in the fresh produce sector, because we don’t work far ahead. What we value is that SuperRebel keeps surprising us and challenges us to stay sharp. We like that. Recently I was handed a sketch of a redesigned version of our brand mark. It was bold, but it got us thinking in a positive way.

RT BRAVE AND. How did you choose SuperRebel as your agency? Does Breda play a role in that? We have been working together for more than fifteen years. The decision for SuperRebel was made because of their distinctive creativity, which continues to surprise us to this day. At Aartsen, we set the bar high when it comes to brand communication. SuperRebel consistently delivers work that matches the level we expect. Their one-liners are spoton, they create strong visual concepts and they add real value

Although Aartsen does not market its own brand directly to consumers, you do represent certain fruit brands. What does the marketing strategy for those brands look like? That’s right. You won’t find an apple with an Aartsen sticker on it. Instead, we work with around sixteen private labels, almost always linked to the country of origin. Take Capito, for example: under this label we package all our top-quality Italian products. Items from Africa carry the Mamba label, while Yami represents our best imports from Asia. And there are many more. Recently we launched Frezz, our organic label. We are also finalising a premium brand that, unlike the others, is not tied to a specific country of origin.

Why all these labels? Because we offer only highquality products and they deserve attractive packaging. At the same time, these labels provide added value for our growers, as a polished and distinctive presentation influences customer choice. Our goal is to offer a broad range of the best-quality products from a specific region or country under one label. This allows us to offer the brand yearround, which boosts loyalty and makes it more interesting in terms of pricing for the customer.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

as business trips, inspiring events and activities that suit our target groups. When it comes to channels, we deliberately choose a mix of online and offline. Think LinkedIn, Meta, Google Ads, AGF.nl and FreshPlaza, as well as presence at trade fairs in places like Madrid and Hong Kong. On top of that, our nonstopfresh magazine, sponsorships of sports clubs and collaborations with existing events all contribute to reinforcing our brand identity.

INTERVIEW SOPHIE

to our nonstopfresh magazine and the branding of our private labels.

FROM BART / BLOOMINGMERITS SENIOR TO LIVING

It all started with a tiny line tucked away in the bottom right corner of the brand board: “The kind of apartment where you wouldn’t mind being found dead.” It became the PR campaign that kicked off the very first Blooming apartment complex in Oosterhout. After the successful sales, more senior living projects followed, including Blooming Zwijndrecht and Blooming Bergen op Zoom. “There’s an urgent, nationwide need for suitable housing for seniors,” says Managing Director Bart Timmers. This driven fullservice developer, specialized in the senior care & living market, believes it’s time to pick up the pace — fast.

“We want to create real impact, build communities inside our buildings and actively combat loneliness. Our ambition is to realize a Blooming Senior Living project in every municipality in the country,” says Timmers (48), speaking from Merits Partners’ office in Breda. “And we don’t do that alone. We partner with organizations that, like us, aim to make meaningful impact in the senior housing market.” The logic of thinking bigger He’s realistic about the challenges facing the sector. “Real estate as a whole is struggling — nitrogen regulations, staffing shortages, slow procedures and an overstretched power grid. Still, I’m optimistic,” he says. “Housing — especially senior housing — is now high on the agenda for almost every municipality and political party. Promising words are being spoken: faster procedures, billions of euros for housing. How all of it will be arranged and financed is another

matter,” he laughs. “But if the nitrogen issue gets resolved, I’ll already be happy.” Blooming senior living This philosophy evolved into Blooming Senior Living, developed by Merits Partners. The concept focuses on lifelong livability, communitybuilding and reducing loneliness. In rental projects, Blooming operates with a non-profit model to safeguard community management and the overall concept long-term. “A partnership with a care provider is essential,” Timmers stresses. “We don’t build care complexes — we build beautiful residential buildings where a community lives and where care is available on demand. By separating care from community management, residents remain independent but never isolated.” In other words: loneliness becomes a choice.

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TS rental complexes in our own portfolio, we can truly preserve the non-profit structure and safeguard the community long-term.” A variant is also being developed for clients who want to implement the Blooming concept without Merits owning the project. The financing of the first Blooming rental project — Bergen op Zoom, with Rabobank and project partners — is, in Timmers’ words, “my proudest business moment of 2025.”

Keeping the foundation strong “By remaining the owner, we can protect and expand the Blooming formula,” he explains. In ownership projects, the HOA takes over after completion, but in rental complexes Blooming itself maintains the community. “That’s how you build a true quality brand.” Each Blooming rental complex has a community manager on site several days per week to connect residents, organize activities, and pick up signals early. A Blooming app allows residents, caregivers and family members to communicate, follow location updates, delegate small tasks, and start initiatives. Technology supports the concept: smart lighting with motion detection, Bringme parcel lockers integrated with smart keys and a care alert system.

SENIOR LIVING IS BLOOMING More locations are now in preparation. A key strategic step is that Merits Partners will keep rental projects (partially) in ownership together with partners. “Of course we also build for sale, but by holding

The mission Timmers sums it up plainly: “We want to make impact. If we can create Blooming communities in cities across the Netherlands — places where people genuinely enjoy growing older — then we’ve truly added something meaningful to this country.”

From hippie party to a real community Construction of Blooming Oosterhout started in May, with completion planned for Q4 2026. A cheerful “hippie party” — complete with flower-power décor, music and peace signs — brought future residents together. “Of course an event like that helps break the ice,” Timmers smiles, “but it worked brilliantly. You could feel connections forming — and that is what Blooming is all about.”

A GOOD IDEA SELLS ITSELF.

IT’S FAST. IT’S FO IT FEELS LIKE MA IT’S BUILT ON IN INSTINCT AND EX

THE SUPERREBELAGENCY BRANDBOARD® ONE PAGE. ONE VISION. ONE BIG DIFFERENCE. At SuperRebel.Agency, we don’t believe in 80-slide decks. We believe in clarity, creativity and courage. That’s why we developed the SuperRebelAgency BrandBoard®. A bold, A3-sized concept tool that frames our vision into one powerful overview. Whether it’s a rebrand, a campaign, or a market entry, we put everything that matters on one board. It’s fast. It’s smart. It’s brutally effective. It shows our clients in seconds that we understand their brand, and how we can make it famous.

CONSUMER INSIGHT

ONE EMOTIONAL OR CULTURAL TRUTH THAT GIVES THE IDEA RELEVANCE AND MEANING. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

WHY IT WORK

OCUSED. AGIC. NSIGHT, EXPERIENCE.

PAYOFF / E N I L G TA

• QUICK BULLETS EXPLAINING. • WHY THIS IDEA FITS THE BRAND. • WHY IT RESONATES WITH THE AUDIENCE. • WHY IT IS RIGHT FOR THE MOMENT.

T , A SHOR T N A V IF RELE INE NCHY L AND PU LL YS IT A THAT SA OND. LIT SEC P S A IN

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RKS

THE SUPERREBELAGENCY BRANDBOARD® ISN’T A METHOD. IT’S A MINDSET. AND IT WORKS.

STORIES

INSPIRE SHOW BR A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

THAT

E RAVERY. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

BURGER KING #ONFIRE In 2018 we started with flames and positioned Burger King as the hottest place to work. We introduced the legendary FreaKINGdel, the new and improved Whopper and Veggies for burgers that love green plants. We did campaigns together with Call of Duty, Heinz and The Vegetarian Butcher. We developed TikTok formats that are one fire, produced creatordriven content, supported national product launches and rolled out multiple cross-market campaigns. Each campaign added a little more oxygen and keeps the fire burning.

Whether it’s sparking hype around limited-time offers, driving foot traffic with sharp tactical ads, or building long-term brand love, we keep feeding the fire in all the right places.

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WHOPPER ® Nu lekkerder dan ooit

16/10/2024 11:55

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Generation Trips It all started with a generation conflict. Not the dramatic, door-slamming kind, but a silent gap in perception. TUI is a travel titan, yet research showed that some adventure-hungry, inspiration-seeking travellers didn’t see the point of booking with a big brand. To them, TUI felt safe and not something for their generation. So, we flipped the script. Instead of shouting deals, beaches and brochures, we started telling stories. Real ones. Stories that showed how different generations collide and connect when they travel together. We launched Generation Trips, a campaign designed to connect different generations through travel. A content series that captured both the differences and similarities between generations. Relatable moments, real laughs and a message that landed with both young explorers and seasoned travelers.

TRIPS GENERATION.

This wasn’t about TUI selling trips. It was about proving the value of traveling with TUI.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

It all started with a prompt. For Aartsen Fruit & Vegetables, we’ve been creating the Nonstopfresh Magazine for years. NSFM is an international publication landing everywhere from Asian markets to Benelux retailers to farmers in Chile. The latest issue focused on branding and that demanded a cover that didn’t just stand out, but refused to be ignored. So we pushed the brief into new territory. Not with a traditional photoshoot, but with an AI prompt: Generate a high fashion model wearing a dress made of artichokes.

The result was an offbeat, unforgettable cover. An image that didn’t look like anything else in the category. Proof that AI isn’t our destination. It’s a tool. A shortcut to bring the wild ideas in our creatives’ minds to life. And a reason clients like Aartsen keep coming back: because they want work that dares to be different. Now, the next magazine is ready to go, themed Working Mentality. And here’s the twist: AI changes a lot, but not that. You still have to put in the work.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

The D N A BR e u s is

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

LISTEN& LEARN. HOW YOU TURN COMPLAINTS INTO COMPLIMENTS. It all started with complaints. PostNL had long been the punchline of delivery frustrations, especially among young people who shared their annoyance faster than the company could respond. But instead of dodging the negativity, PostNL did something smarter: they listened. Through social listening, they spotted issues early, reacted fast and created room to turn problems into opportunities.

Then came the viral moment. Influencer Enzo Knol accidentally locked a courier inside his garden what led to instant chaos online. But PostNL responded within hours, with humour and honesty. And they didn’t stop there: they invited Enzo to spend a day delivering packages himself. He filmed it. His audience loved it. The results: 3 million views, +15% positive sentiment and +40% community interaction.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

NO SCRIPTS. NO CAMPAIGNS. JUST HUMAN CONNECTION.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

More importantly, it became a showcase of modern PR. No scripts, no glossy ads. Just openness, speed and real interaction. PostNL owned the moment, embraced the messiness and let the public see how they handle mistakes. A potential crisis became a powerful brand story. So our advice: start listening and turn complaints into compliments.

It all started with “What the fuck can we do about this name?” In the Dutch market, the brand for teeth whitening was called Mond Blanc, a wink to snowy mountains, but not exactly a name that screams international appeal. So, the brief was simple: create a new global name. The kind of assignment that makes any creative smile. And the answer hit immediately: WTF | White Teeth Forever.

Because White Teeth Forever isn’t just another whitening product. It’s a subscription for a lifelong bright smile, developed with dentists so users can whiten safely and effortlessly at home. The campaign turned that feeling into everyday moments the audience recognizes. WTF intense gaming gives you white teeth. A bold name. A simple promise. White Teeth Forever—WTF in the best possible way.

HI W : F WT

TEETH ER V E OR F

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Whit

eeth T e

e rev r

HITE A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

ER.

You started as an entrepreneur because you had a brilliant idea. Or because you wanted freedom, impact, opportunity, or all of the above. Whatever drove you, it was the best decision you ever made.

TIJD OM ONDERNE TIME FOR BUSINESS

But ambition comes with chaos. Details, deadlines, paperwork… all the things that pull you away from what you’re actually great at. That’s why Teamleader exists. Built by entrepreneurs, for entrepreneurs, it gives you clarity, control, and more time to grow your business instead of managing it.

SuperRebel turned that promise into a sharp brand platform and the new payoff “Tijd om te ondernemen” aka “Time for business.” A reminder that with the right tools, this is not just the time to work smarter; it’s the time to build, to grow, and to start again.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

TE NEMEN.

“THE ‘WAAROM DUUR DOEN’ MINDSET IS ALIVE AND WELL. IT’S PART OF DUTCH CULTURE, AND DUE TO THE CURRENT ECONOMIC CLIMATE, IT’S BECOMING EVEN MORE RELEVANT. CHEAP ISN’T SEXY, BUT BEING SMART WITH YOUR MONEY IS. OUR CONTENT STRATEGY TAPS INTO THIS MENTALITY TO MAKE THE ‘WAAROM DUUR DOEN’ ATTITUDE COME TO LIFE.” / Brand Manager at Simyo

WAAROM DUUR DOEN.

It started with hidden fees, endless fine print and overpriced plans with no signal of fairness. But all you really want is to call, text, or browse the internet. So why take the expensive route? ‘Waarom duur doen’ is the campaign for our client Simyo. Because let’s be honest, telecom companies love making things hard to connect with. In a crowded telecom market, Simyo doesn’t just launch another campaign, it sets a mindset. With a fully integrated marketing and content strategy, we inspire and activate customers to live by it. A true case of practicing what you preach. With Simyo, you get the best mobile provider on the strongest network in the Netherlands (KPN) at a sharp price. No dropped calls. No weak connections. Just rock-solid service. And that’s exactly what you’ll see in our fully integrated marketing and content strategy. Because staying connected should be simple. At Simyo, ‘Waarom duur doen?’ isn’t just a slogan, it’s a mindset. We inspire, advise and activate customers to live by it, in telecom and beyond.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

It all started with the hottest moms in the Netherlands. When FHM drops its annual list of the country’s most attractive women, there’s one name that absolutely has to be in there: Moeke. Because if anyone knows how to serve something irresistible, it’s Moeke Bar & Keuken. So we placed an ad in the FHM 500, inviting readers to vote for the hottest Moekes. And when they scanned the QR code, they landed on a page proudly displaying… the fronts of all nine Moekes across the country. The full architectural glory. Not exactly the kind of “fronts” the magazine’s readers might have expected, but that was the joke. And it landed beautifully.

Because that’s the line Moeke loves to walk: cheeky but charming, suggestive but never sloppy. A brand with just enough spice to make people smile and say, “Ik zit even bij Moeke.” And that’s where it all truly began: a simple payoff printed on every Moeke façade , the perfect excuse to have a fun and enjoy the good things in life.

DAMN, MOEKE LOOKS

HOT

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TURNING INSIGHTS INTO CONTENT.

XING is the leading career network in the German-speaking world, connecting over 21 million users. The German version of LinkedIn makes job hunting feel less like a chore and more like an opportunity. XING dared to reframe the job experience, not by sugarcoating it, but by making it more human. Their choice to blend career tips with humor, memes and real conversations was a bold move in an industry known for being overly formal and buttoned-up.

“Together with XING, we developed engaging and interactive content, with each channel having its own strategy. XING’s social platforms connected with talented users, inspiring them to find more happiness in their work lives, using insights from the German social media landscape and online expertise.”

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Pascal van Eijndhoven / Head of social

WHEN VGP CALLED WE MADE A CALLSHEET. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

P A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

A .

E I OV M E TH

VGP REA BROU BUIL CAM BOX

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Filming across Europe

Y LL U F , IES R ACTO F Y E K N R U T ES ID PROV E W N IG A P M A C E TH IN . E S U OR F EADY ING OW H S Y L E IV T EA R C Y B E IF L TO IS OUGHT TH T S JU Y E TH IF S A ED AC L P ING E B S LDING A F O T OU OR E IN L ION T C U D O R P E ME OFF TH . S K OR W T I D AN Y E K E TH N R U T OX. JUST What followed was the creation of a cinematic brand film, not corporate communication, but branding with the emotional force of a feature movie. Shot across several European countries, the film follows everyday people, as they sense something extraordinary forming around them. Through bold visuals and heavy VFX developed with teams in the Netherlands, the UK and Sweden, VGP’s monumental spaces unfold in front of their eyes: tailor-made for brands like Zalando, KraussMaffei, DPD and Macron.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

It all started with a cup of coffee in Hotel SuperRebel. That meeting lit the fuse for a collaboration that would grow far beyond a casual introduction. VGP, trusted by more than 400 global A-brands — from Opel to Zalando, DPD to REWE — wanted to show the world why so many industry leaders rely on them. At SuperRebel.Agency, we transformed that ambition into a powerful testimonial campaign and set the foundation for something even bigger.

CHECK-IN A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

MEDIA | GATE WALK PIER OST - NOT SCHENGEN (DIGITAL) SPOT LENGTH | 10 AND 15 SEC PERIOD | 4 WEEKS REACH | 1.600.000 CONTACTS

VGP’s international campaign is live in 18 countries, supported by full-page ads in the Financial Times and billboards across major European airports.

N CHECK-OUT.

MEDIA | VIP LOUNGE (DIGITAL) SPOT LENGTH | 10 SEC PERIOD | 1 WEEK REACH | 14.580 CONTACTS

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

VGP MXP CPH MAD BCN FRA MUC BER LHR BRU ZRH VIE MAL AMS CDG

ALLES

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

It started with a crash test dummy and a heartbeat. HEDIN Automotive is the automotive heart of the Netherlands. For their internal campaign, SuperRebel. agency turned that idea into a pulse, because at HEDIN, everything beats in rhythm. In the showroom, under the hood, and most of all on the work floor. For the onboarding campaign for new employees, we set up an experiment to discover what truly makes the automotive heart of HEDIN’s people beat faster. Literally.

LLES OM T R TOHA U A JOUW TE LATEN KLOPPEN

Was it classic cars, highperformance machines, or the newest models? Or was it the benefits, the brand’s reputation, the work environment? Once connected to the heart-rate monitor, the answer became clear: it’s the complete HEDIN experience that gets the automotive heart beating. And because every experiment needs a control group, we brought in the iconic yellow crash test dummy. If there’s one heart that doesn’t beat, it’s his — a perfect, deadpan moment of calm in the film before the story shifts back into high gear. And that leads to the unavoidable conclusion: HEDIN makes your automotive heart beat faster.

T L L

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

HEDIN makes your automotive heart beat faster.

IT ALL STARTED WITH A PISS.

And with an ambitious candy maker Matthijs who didn’t just want to create the tastiest sweets in the Netherlands, but also the most irresistible candy brand. That’s how Echte Mannekes were born, characterful candy inspired by their iconic Manneke Pis licorice. And the Echte Mannekes didn’t stay in the shadow of their famous, pissing role model for long. They quickly grew into the most personalitypacked candy brand in the country. There are the Original Mannekes, who think they’re absolutely fabulous. The Zure Mannekes, who always are sour about something. And the Verliefde Mannekes, who are impossible to resist. And no matter what the Echte Mannekes get up to, no matter how cheeky, sour, sweet or outrageous: they always get away with it. Because Echte Mannekes are made to be devoured.

They strut across the Netherlands proudly showing off their sack, they make anything — or anyone — even sourer than sour, and they’re always the first to congratulate our new prime minister. Naturally with a wink at his preferences: “Finally, a PM who loves Real Mannekes.” But hey, they’re the Echte Mannekes. And they’re simply irresistible.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

AD.nl

Wat te doen als een ramp je leven op z’n kop zet? Deze ‘rampzalige app’ geeft praktische tips | Rotterdam Het is een app met bijbehorende website die al langer bestaat: Rijnmondveilig. Maar het crisisplatform van de brandweer, ambulancedienst en... 29 aug 2024

Nieuws.nl

PLAYING IT SAFE IS A DISASTER. It all started with disaster. We’re proud that Rijnmondveilig had the guts to launch their new safety app with a disastrous idea and an activation that was equally disastrous. Proud and thrilled, because the idea didn’t go unnoticed. People across the Rijnmond region downloaded the app en masse and the campaign outperformed every benchmark. But here’s the thing about bold ideas: they don’t just convert, they inspire. After Rijnmondveilig, more Safety Regions took an interest — including South Limburg. They embraced the concept and are now rolling it out with full conviction.

Heb jij de meest rampzalige app al gedownload? Heb jij de meest rampzalige app al gedownload? ... Veiligheidsregio Rotterdam Rijnmond, waar Goeree-Overflakkee ook onder valt heeft begin deze... 11 sep 2024

De Havenloods

Meest rampzalige app ooit gelanceerd: ‘De vraag is niet of maar wannéér het misgaat’ Meest rampzalige app ooit gelanceerd: ‘De vraag is niet óf, maar wannéér het misgaat’ ... Rotterdam - De veiligheidsregio Rotterdam-Rijnmond heeft... 6 sep 2024

NPO Radio 1

Veiligheidsregio Rijnmond lanceert nieuwe app De veiligheidsregio Rotterdam-Rijnmond lanceert, zoals ze daar het zelf zeggen ‘de meest rampzalige app ooit’. De app, die Rijnmond Veilig... 6 sep 2024

For us, that’s the ultimate proof that being brave works. Even for a government organization, the kind you’d expect to play it safe, especially when the product is literally about safety. And especially with so many stakeholders breathing down their neck. So, if you want to prevent a disaster, don’t play it safe.

emergency kit

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

When it comes to the energy transition, DCB Energy is behind the wheel, not in the back seat. Progress isn’t a promise for later — it’s something we deliver with every new station, every customer, every litre of cleaner fuel and every kilowatt-hour powering the road ahead. The Think Tank stands for every message, campaign and bold move we make together to push sustainability forward. That’s how we’re building not just the cleanest network, but the cleanest brand in the Netherlands and the Benelux.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

BEFORE A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

THE FIRST HOTELWHERE YOU CAN'T SLEEP.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

How a wrecked hostel was rebuilt into Hotel SuperRebel. From a hangout for junks to a hangout for the brave. The first reaction when we saw it? Are you out of your mind?

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

HOTEL SUPERREBEL® is situated across from Breda's Central Station. It has evolved into an extraordinary space where creative individuals collaborate, connect and innovate. It serves as a clubhouse for inspiring minds and the headquarters for SuperRebel.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Moreover, it's a welcoming space for partners, friends, entrepreneurs and creatives alike.

The SuperRebel® team is a collective of bold thinkers, creative disruptors, and fearless doers. We’re here to challenge the ordinary and deliver the extraordinary.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

We hunt objects, spaces and concepts that don’t just look good, but shift culture. Our team roams restaurants, retail, design labs, terraces and yes, even books, tracking down what’s bold, weird and worth coveting. This is Hunted Bravery: from the futuristic Nike store in Rotterdam to the gloriously chaotic interior of Giorgia Trattoria in Munich.

HUNTED BRAVERY. Curated by the team.

1 A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Is there a better way to say “I fucking love you” than this? This isn’t a vase, it’s a fucking statement. Bold. Outspoken. Stylish & Smart. Just how we like it.

sssst...

DON'T TELL ANYONE.

1. Giorgia Trattoria Weißenburger Str. 2, 81667 München, Duitsland. 2. Nike Store Rotterdam. 3. Logo Beginnings. Logo Modernism. Evolution of trademarks. 4. Libertine Café des Prés Amsterdam. 5. Marshall x Patta Emberton II Limited-Edition Speaker. 6. Traiteur Roka Knokke. 7. Vaso FCK I fucking love you.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

WORK WORK WORK with us

for us

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

GEAR

It’s all about attitude. About putting in the hours, showing up hungry and pushing the work further than anyone else dares. We get entrepreneurs because we are entrepreneurs ourselves, building our own brands. We know exactly what it takes to grow, to grind and to be successful. When you work with us, you don’t just get an agency. You get a partner with the same working mentality.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

and try to beat us.

VUUR WINT ALTIJDVAN ROUTINE MATICH Als we voor een zaak gaan, dan gaan we vol vuur. Rechtshandhaving en rechtsbescherming zijn een grondrecht. Voor iedereen. Het is niet de omvang van het dossier, maar het principe. Vurich behandelt iedere zaak met dezelfde precisie. Elke akte telt, elk detail doet ertoe. We strijden niet alleen voor het recht, maar ook tegen de routine. Dat is wat ons Vurich maakt.

PUUR VOOR DE ADVOCAAT vurich.nl

BREAK FREE

FROM ARTIFICIAL. GO ORGANIC. RASPBERRY TASTE

LEMON TASTE

low ignar su

BLOOD ORANGE TASTE

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BLOO ORANGDE TASTE

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A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

COME CLOSER

Discover the BELOTERO® hyaluronic acid filler collection for natural-looking results.

#Confidence ToBe

It’s my choice to enhance my appearance.

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10/11/2025 Kaart 10:41 aflopend_56x87.indd 1

JE BENT TOCH NIET VAN SUIKER?

10/11/2025 10:41

SELECTED WORK ADVERTISING WELKOM OP HET NK VELDRIJDEN VOOR ECHTE MANNEKES

Als er één sport is voor Echte Mannekes, dan is het veldrijden. Hier gaan Wilde Mannekes door het lint, Verliefde Mannekes door de modder en Originele Mannekes door het zand. Met Zure Mannekes zeikend aan de kant. Dit is niet voor niets het eerste NK Veldrijden voor Echte Mannekes. Welkom. En de vrouwen? Die zijn wereldtop en vreten de Echte Mannekes op! Bekijk ze op https://echtemannekes.nl

POSTER

The shoe that loves you.

STOP HIER dcbenergy.nl

LOGO DESIGN 1

Als we op dezelfde weg door blijven gaan, verandert er niets. Wie vooruit wil tanken, moet daarom nu al de afslag nemen. DCB Energy is al meer dan 10 jaar geleden een schone weg ingeslagen. De DCB Energy HUB’s leveren een mix van traditionele en de schoonste brandstoffen zoals CNG+, LNG, groengas, HVO100, waterstof én superchargers voor het snelladen van je bedrijfswagen of truck. Op het gebied van truck-laadpleinen zijn we zelfs nummer 1 in Nederland. DCB Energy biedt alles om automobilisten, chauffeurs en wagenparkbeheerders nu al te laten kiezen voor duurzaam rijden. En we breiden ons netwerk continu uit, zodat je kunt voorsorteren op een schone toekomst. Zelfs als je wagenpark er nog niet 100% klaar voor is. Wij noemen dat vooruit tanken. Dat kan bij steeds meer DCB Energy HUB’s en bij DCB partners met de DCB EnergyCard.

HVO100 EV snelladen LNG CNG+ Waterstof

WACHT NIET LANGER EN BEGIN VANDAAG AL MET VOORUIT TANKEN. KIJK OP DCBENERGY.NL VOOR MEER INFORMATIE EN ONZE LOCATIES.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

SELECTED WORK SOCIAL

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

SELECTED WORK DIGITAL

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

READ MORE. READ MORE. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

DOWNLOAD HERE

POSITIONING. OUR

OUR MANI FESTO. .

WE DON’T MAKE ADS. WE MAKE GOOSEBUMPS.

We’ve got our strong beliefs.

We believe in making noise where others whisper. We don’t follow rules, we write them. We fight dull with daring. We simplify complexity and make the world care. We’re not here to please, we’re here to matter. We work with brave brands who dare to be famous. And we never, ever settle. This is SuperRebel.Agency. Are you in?

ESSENCE.

WHERE BRAVE BRANDS BECOME FAMOUS. SuperRebel.Agency® is the creative powerhouse for brave brands. We make bold moves, shape culture, and create work that outlives the hype. WHY BRAVE? Because safe choices never make history. Bravery is what makes people care, share, and remember. We use bravery as a creative weapon. It’s our filter, our fuel, our obsession.

SUPERREBEL.AGENCY® is the Creative Powerhouse for Brave Brands. We develop bold new brands and energize the ones already out there. We believe bravery is the engine behind creativity and innovation and that bold decisions lead to fame, impact, and success. ‘Where Brave Brands Become Famous’ is not just our promise. It’s our process. Our purpose. Our power move.

OUR CULTURE. NO DIVAS. NO DINOSAURS. JUST BRAVE DOERS.

OUR TONE THIS IS OF VOICE. HOW WE SAY IT LIKE YOU MEAN IT. OR DON’T SAY IT.

Rebellious. Intelligent. Unexpected. Sharp. Don’t be boring. Ever. Don’t explain too much. Let boldness speak. Be smart. Be weird (on purpose). Short sentences. Killer rhythm. Punchy lines. Humor with an edge. Brutal when needed. Stylish always. We’re not an ad agency. We’re a creative powerhouse.

No egos. Big ideas only. We hire attitude over awards. We work hard, party harder, but always deliver. Feedback is a gift. Brutal honesty is love. We don’t micromanage. We trust you to be a badass.

WORK.

THE SUPERREBEL CODE.

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THE FILTE

(FOR EMPLOYEES)

IF THEY LIKE BRAVE, WE LIKE THEM.

SUPERREBEL THE BRAVE IS Don’t wait for the brief. Create the brief. Be the most prepared person in the room. Kill your darlings. Save the idea. Respect the deadline. Break the format. Back your teammates like it’s war. Always bring something unexpected.

We only work with brands that are: Brave enough to stand out. Ready to invest in creative power. Open to being famous for the right reasons.

SUPERREBEL

RITUALS.

NOT SO SUPERREBELBOLD. THIS IS HOW WE KEEP THE SUPERREBEL FIRE BURNING.

Start smart, start sharp. We align, inspire, and share what’s ahead. Win or lose, we toast. The week ends with music, drinks, and the best worst ideas of the week. Once a month we do it big time.

SUPERREBEL

Bold is different from brave. While brave is about making courageous choices in the concept and direction, bold is the execution that makes those ideas stand out. It’s the choice of a striking photographer, unique typography, or a visual style that demands attention. Boldness takes the brave idea and amplifies it, making sure it doesn’t just live in the concept but also hits the streets with impact. It’s the execution that ensures the bravery of the idea truly resonates with the audience.

OUR PROCESS: Ask brave questions. Create smart chaos. Craft ideas that stick (and sting). Execute like our reputation depends on it, because it does.

NO SMALL THINKING. BIG IDEAS ONLY.

THE CLIENT FILTER.

BRAVE IS NOT SO BOLD.

OUR 4 UNITS: CREATE | Where ideas become icons. CORE | Strategy that makes brands unstoppable. CONNECT | Making social social again. MEDIA | Performance meets power.

OUR MAN FEST

Internal talks where anyone can pitch bold thoughts, crazy ideas, or unfinished genius. We love momentum. If we’re on a job or project, we’ll do everything to finish it on time or even sooner.

We celebrate boldness, not busyness. We honor the bravest idea, even if it didn’t make the cut.

SUPERREBEL We celebrate more than birthdays (but yes, we do those too). New clients, fresh launches, and creative wins, if it’s bold, it’s worth a toast. Trophies optional, pride mandatory.

A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

Being brave as a brand isn’t just about shouting loud or challenging the norm; it’s about making choices and standing by them consistently. It’s about choosing smart ideas that may be uncomfortable, but will create long-term value. Brave work means taking risks that help a brand stand out, not for the sake of attention, but for meaningful impact. It’s about deviating from the expected, confronting uncomfortable truths, and sometimes even showing your vulnerable side. In that vulnerability lies real strength, and in those moments, a brand can make a lasting difference. Bold is different from brave. While brave is about making courageous choices in the concept and direction, bold is the execution that makes those ideas stand out. It’s the choice of a striking photographer, unique typography, or a visual style that demands attention. Boldness takes the brave idea and amplifies it, making sure it doesn’t just live in the concept but also hits the streets with impact. It’s the execution that ensures the bravery of the idea truly resonates with the audience.

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We only work with brands that are: Brave enough to stand out. Ready to invest in creative power. Open to being famous for the right reasons.

SUPERREBEL

RITUALS.

NOT SO SUPERREBELBOLD. THIS IS HOW WE KEEP THE SUPERREBEL FIRE BURNING.

Start smart, start sharp. We align, inspire, and share what’s ahead. Win or lose, we toast. The week ends with music, drinks, and the best worst ideas of the week. Once a month we do it big time.

SUPERREBEL

Internal talks where anyone can pitch bold thoughts, crazy ideas, or unfinished genius. We love momentum. If we’re on a job or project, we’ll do everything to finish it on time or even sooner.

We celebrate boldness, not busyness. We honor the bravest idea, even if it didn’t make the cut.

SUPERREBEL We celebrate more than birthdays (but yes, we do those too). New clients, fresh launches, and creative wins, if it’s bold, it’s worth a toast. Trophies optional, pride mandatory.

We only work with bra Brave enough to stand Ready to invest in crea Open to being famous

BRAVE IS NOT SO BOLD.

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* If you want to read the entire Playbook, be brave and apply. Send your motivation to hello@superrebel.agency and become a SuperRebel. A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

IF THEY LIKE BRAVE, WE LIKE THEM.

AVE IS T SO LD.

OUR MANI FESTO. .

E C I F F O E H T T A A BRAVE BRAND PUBLICATION FOR PEOPLE WHO HATE BORING

AWARDS

ANOTHER DAY

Join the

BRAVE

hey

You’ve got 3 ways in. Choose one. Or do all three. Just don’t sit still.

Wanna be famous?

Become a client.

At SuperRebel.Agency®, we don’t do modest. We’re building a Hall of Fame for the brave, the bold and the brilliant. Strategists with sharp minds. Creatives with killer instinct. Social assassins who treat culture like a playground. If you’ve ever thought, “I should’ve made that.” Good. You belong here. Show us your best work (and your biggest ego): work@superrebel.agency.

SuperRebel.Agency® is the Creative Powerhouse for Brave Brands. We create bold brands from scratch. And energize existing ones. We fuse strategy + creativity + technology + AI to lead the future of advertising. We’re allergic to average. Obsessed with impact. And known for ideas that make clients say: “I wish I came up with that.” Our creativity is culture-led. Brutally simple. Built to perform. We simplify the complex. Break clichés. Wanna work together? Start with a coffee at Hotel SuperRebel®. Before that: you’ll get our elevator pitch, creative menu, and one no-bullshit question. Just send an e-mail to Nina van den Broek (nina@superrebel.agency).

Become a member. HOTEL SUPERREBEL®, the first hotel where you can’t sleep. It’s not a coworking space. It’s a creative battleground. A launchpad for rule-breakers, thinkers, and brand-builders. Here’s where the magic happens. • HQ for SuperRebel & friends/Hangout for the Brave. • Clubhouse for partners, creatives, founders, misfits. • A place to work, meet, collaborate & blow up boring. Based in Breda, right across from Central Station. With a satellite office in Amsterdam for even more firepower.

Where should we begin? Ask anything Attach

Study

Voice

WHERE BRAVE BRAN