Gille Barbier's L'Hospice is the most creative idea I have seen in awhile. The concept of being a superhero is flipped on its head in these photos, which showcase the geriatric side of being superly endowed.
These photos make me uncomfortable. I never thought of my favorite superheroes getting old and decrepit. Gille Barbier's L'Hospice is a telling reminder that nobody can escape aging. Not even superheroes.
Implications - Though old age has been seen as a negative thing in society for decades, consumers are finally catching on to the bright side of aging. In today's society, old age is seen as a mark of experience and wisdom; essentially, true beauty. Thus, companies that use elderly citizens in their campaigns will seem avant garde in their perception of what is attractive.
Retired Superhero Shoots
Gilles Barbier's L'hospice Makes Me Want to Visit My Grandma
Trend Themes
1. Positive Ageing - Companies that embrace the positive aspects of ageing and feature elderly citizens in their campaigns will be perceived as avant garde and attractive.
2. Subverting Superheroes - Art projects like Gille Barbier's L'Hospice that flip the concept of superheroes to showcase the geriatric side create disruptive innovation opportunities in the entertainment and art industries.
3. Reflection on Aging - The uncomfortable reaction to Gille Barbier's L'Hospice prompts a reflection on aging, creating disruptive innovation opportunities in industries that focus on health, wellness, and anti-aging products.
Industry Implications
1. Advertising - Advertising agencies can tap into the trend of positive ageing by featuring elderly citizens in their campaigns and redefining beauty standards.
2. Entertainment - The subversion of superheroes in art projects like Gille Barbier's L'Hospice opens up disruptive innovation opportunities in the entertainment industry to explore new narratives and perspectives.
3. Health and Wellness - The uncomfortable reaction to Gille Barbier's L'Hospice sparks a reflection on aging and creates opportunities for disruptive innovations in the health and wellness industry to cater to the needs and concerns of the aging population.