JWT Brazil, São Paulo Follow Update

  • Mario Amaral 50
  • São Paulo, São Paulo 04002-020
  • Brazil
  • Phone: (+55) 11 3888 8030
  • Fax: (+55) 11 3887 5447

Hospital A.C.Camargo Cancer Center - "Game Room" - JWT Brazil

  • Game Room
  • Hospital A.C.Camargo Cancer Center
  • Hospital A.C.Camargo Cancer Center
  • JWT Brazil
  • Brazil
  • Superformula to Fight Cancer
Product CategoryHospitals, Healthcare facilities & Medical Services
Media TypeOutdoor / Out of Home
Length120 Seconds
Production Company Vetorzero
Production Company Hungryman
Post Production Hungryman
Sound Production Shuffle
Creative Director Hernán Rebaldería
Creative Director Santiago Dulce
Art Director Guilherme Sakosigue
Art Supervisor Fabio Simoes
Chief Creative Officer Ricardo John
Copywriter Fabio Ozorio
Director Andre Sernaglia
Director Marcelo Fahd
Director Gualter Pupo
Executive Producer Eliza Flores
Account Planner Fernand Alphen
Account Planner Isabella Mulholland
Account Planner Stella Pirani
Account Manager Luciana Rodrigues
Account Manager Yves Rodrigues
Media Planner Aline Moda
Media Planner João Dabbur
Media Planner Andrez Sanchez
Editor Ricardo Mehedff
Post Production Fernando Ricciopo
Post Production Marcelo Akira
Illustration Marcelo Fahd
Illustration Felipe Kimio
Illustration Fernando Ricciopo
Animation Fernando Ricciopo
Art Buyer Paula Ferrari
Advertiser's Supervisor Adriana Seixas Braga
Advertiser's Supervisor Luciana Del Nero
Graphics Flávio Schaefer
Graphics Flavio Colella
Advertiser's Supervisor Irlau Machado Filho


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:


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.



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.