Good NewsBrazilian children’s cancer centre rebrands chemotherapy as ‘Superformula’
Little kids battling cancer are pretty heroic.
At the A.C.Camargo Cancer Center in São Paulo, Brazil, young cancer patients get the full superhero treatment.
Instead of chemotherapy, they receive "Superformula" from intravenous bags covered by symbols from Justice League characters.
Ad agency JWT, who considers Warner Bros. another of their clients, rebranded the cancer centre to create a complete comic-book-hero experience:
"(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 commissioned a series of comic books in which Batman, Superman, Wonder Woman and the Green Lantern undergo similar cancer-like diseases, recovering their superhero strength thanks to the "Superformula."
"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," JWT wrote in a press release.
