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Children's Cancer Center Rebrands Chemotherapy As "Superformula"

They also redesigned the cancer ward to look like a Super Friends Hall of Justice. An amazing idea.

The A.C.Camargo Cancer Center in São Paulo, is a client of the Brazilian office of worldwide ad agency JWT. Warner Bros. is also a client of JWT. Out of these business arrangements, a truly inspiring idea was created.

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.

JWT even worked with Warner Bros. to produce a special series of comic books in which the Batman, Superman, Wonder Woman and the Green Lantern go through experiences similar to those of kids with cancer, and recover their strength, thanks to the Superformula.

As any good cancer doctor will tell you, the most important step in fighting the disease is believing in a cure.

This three-way collaboration is one of the best branding ideas I've ever seen.

See the video below.

View this video on YouTube