J. Walter Thompson Brazil Creative Work

Title "Game Room"
Agency J. Walter Thompson Brazil
Campaign Superformula to Fight Cancer
Advertiser Hospital A.C.Camargo Cancer Center
Brand Hospital A.C.Camargo Cancer Center
Business Sector Hospitals, Healthcare facilities & Medical Services
LanguageEnglish
Problem

Transform the chemotherapy into a “Superformula.”

To this end, covers for intravenous bags were constructed 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, the agency 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'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.

 


Story

JWT Brazil introduces: "Superformula" to fight cancer.

The first step in the fight against cancer is believing in the cure. But chemotherapy treatment is difficult, especially for a child. To help them believe, JWT 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:

Result

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.

Media Type Outdoor/Out of Home
Length120 seconds
Production Company Vetorzero
Production Company Hungryman
Post Production Hungryman
Sound Production Shuffle
Creative Director Mr. Hernán Rebaldería
Creative Director Mr. Santiago Dulce
Art Director Mr. Guilherme Sakosigue
Art Supervisor Mr. Fabio Simoes
Chief Creative Officer Mr. Ricardo John
Copywriter Mr. Fabio Ozorio
Director Mr. Andre Sernaglia
Director Mr. Marcelo Fahd
Director Mr. Gualter Pupo
Executive Producer Ms. Eliza Flores
Account Planner Mr. Fernand Alphen
Account Planner Ms. Isabella Mulholland
Account Planner Ms. Stella Pirani
Account Manager Ms. Luciana Rodrigues
Account Manager Mr. Yves Rodrigues
Media Planner Ms. Aline Moda
Media Planner Mr. João Dabbur
Media Planner Mr. Andrez Sanchez
Editor Mr. Ricardo Mehedff
Post Production Mr. Fernando Ricciopo
Post Production Mr. Marcelo Akira
Illustration Mr. Marcelo Fahd
Illustration Mr. Felipe Kimio
Illustration Mr. Fernando Ricciopo
Animation Mr. Fernando Ricciopo
Art Buyer Mr. Paula Ferrari
Advertiser's Supervisor Ms. Adriana Seixas Braga
Advertiser's Supervisor Ms. Luciana Del Nero
Graphics Mr. Flávio Schaefer
Graphics Mr. Flavio Colella
Advertiser's Supervisor Mr. Irlau Machado Filho

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