Children’s Cancer Center makes “Superformula”
Worldwide ad agency JWT. and Warner Bros got together with the A.C. Camargo Cancer Center in São Paulo, Brazil to help make fighting cancer for kids less frightening by rebranding Chemotherapy As “Superformula”.
From the ad agency press note:
Covers for intravenous bags were constructed based on characters from the Justice League, creating…a child-friendly version of the treatment. Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards.
(The) experience went far beyond the covers by also providing a new look to the entire Children’s Ward: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for these little heroes.
Warner Bros. even produced a special series of comic books in which superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to the Superformula.