JWT Brazil worked with client A.C. Camargo Cancer Center to make young cancer patients understand why they had to go through the hardships of chemotherapy. With the blessings of Warner Brothers JWT transformed the painful experience into one of empowerment, the medicine is now "super juice", and comic books handed out to the young patients tell stories of how super heroes got sick, went through therapy with the superjuice, and beat cancer.
Kid patients get their own favorite justice league hero super formula pack, which is only one detail. The entire hospital is turned into a Superhero-themed wonderland. The game room turned into the Hall of Justice, where children can see their names on the wall as honorary team members of the special justice league who battles cancer.
Now if you'll pardon me, I have to find that ninja who keeps slicing onions around here.