A.C.Camargo Cancer Center/Warner Brothers - Super Formula - case study (2013) Brazil


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.

Ad agency: JWT Brasil
Chief Creative Officer: Ricardo John
Client: A.C.Camargo Cancer Center/Warner Brothers
Head of Art: Fabio Simoes
Creative Director: Hernan Rebalderia
Creative Director: Santiago Dulce
Art Director: Guilherme Sakosigue
Copywriter: Fabio Ozorio
Broadcast Director: Marcia Lacaze
Art Buyer: Paula Ferrari
Graphic Producer: Flavio Schaefer
Graphic Producer: Flavio Colella
Animation Production Company: Vetorzero
Executive Producer: Eliza Flores
Director: Gualter Pupo
Mounting: Ricardo Mehedff
Sound Production: Shuffle
Video: Hungry Man

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