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.
What's Driving This Trend
- 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.
- 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.
- 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.
Who This Affects Most
- Advertising
- Advertising agencies can tap into the trend of positive ageing by featuring elderly citizens in their campaigns and redefining beauty standards.
- 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.
- 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.
