Chemotherapy Rebranded as ‘Superformula’ in JWT’s Brilliant Campaign for Child Cancer Center
I think this is an amazing use of creativity, to help with such a difficult matter. JWT joined forces with Warner Bros. and the A.C. Camargo Cancer Center in Brazil, to craft a super-powerful campaign designed to help children with cancer better understand their treatment and be less frightened by chemotherapy.
They created designs based around superheroes even creating a games room at the hospital with an interior based on the Justice League. Within this project the team had specially drawn comic books telling stories of various charectors such as the Dark Knight and his friends defeating cancer like diseases to resume their war against evil. The chemo bag covers bear the emblem of the various superheros Superman, Batman, Wonder Woman and Green Lantern, transforming the cancer drugs into a “Superformula.”