The first step in the fight against cancer is believing in the cure. But the chemotherapy treatment is difficult, especially for a child. To help them believe, we worked with the A.C.Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea capable of changing their negative perception of the treatment:
Transform the chemotherapy into a "Superformula."
We made covers for intravenous bags based on characters from the 'Justice League.' Creating, for the first time, 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. To give these covers a more powerful meaning, we started to produce a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to this "Superformula."
An experience that went far beyond the covers by also providing a new look to the entire Children'sWard: 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.
An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world's greatest villains.
Client: Hospital A.C.Camargo Cancer Center
Advertising Agency: JWT, Brazil
Chief Creative Officer: Ricardo John / Head of Art: Fabio Simões / Creative Directors: Hernan Rebalderia, Santiago Dulce
Art Director: Guilherme Sakosigue / Copywriter: Fabio Ozorio / Account Team: Luciana Rodrigues, Yves Rodrigues
Planning: Fernand Alphen, Isabella Mulholland, Stella Pirani / Media: Aline Moda, João Dabbur, André Sanchez
Advertiser Supervisor: Irlau Machado Filho, Adriana Seixas Braga e Luciana Del Nero / Broadcast Director: Marcia Lacaze
Art Buyer: Paula Ferrari / Graphic Producers: Flavio Schaefer, Flavio Colella / Photographer: Regis Fernandez / Animation Production Company: Vetorzero / Executive Production: Eliza Flores / Director: Andre Sernaglia / Co-Director: Marcelo Fahd / Illustration: Marcelo Fahd, Felipe Kimio, Fernando Ricciopo / Animation: Fernando Ricciopo / Post Production / Animation: Fernando Ricciopo, Marcelo Akira / Videocase Production Company: HungryMan / Director: Gualter Pupo
Mounting: Ricardo Mehedff / Sound Production Company: Shuffle / Videocase Finishing: HungryMan
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