Yves Rodrigues
Yves Rodrigues
Account Manager at J. Walter Thompson Brazil
São Paulo, Brazil
TitleBags
Agency
Campaign Superformula to Fight Cancer
Advertiser Hospital A.C.Camargo Cancer Center
Brand Hospital A.C.Camargo Cancer Center
Date of First Broadcast/Publication
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:

Problem <p class="MsoNormal" style="text-align: justify;"><strong><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US">Transform the chemotherapy into a “Superformula.”</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US">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.”</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US"> </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US">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.</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US"> </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US"><br /></span></p>
Result <p><span style="font-family: 'Tahoma','sans-serif'; color: black;" lang="EN-US">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.</span></p>
Media Type Packaging, Branding & Design
Length
Chief Creative Officer
Art Supervisor
Creative Director
Creative Director
Art Director
Copywriter
Account Manager
Account Manager
Account Planner
Account Planner
Account Planner
Media Planner
Media Planner
Media Planner
Advertiser's Supervisor
Advertiser's Supervisor
Art Buyer
Graphics
Graphics
Production Company
Executive Producer
Director
Director
Illustration
Illustration
Illustration
Animation
Post Production
Post Production
Director
Editor
Sound Production
Other
Production Company Hungry Man
Post Production Hungry Man

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