Chemotherapy Rebranded as 'Superformula' in JWT's Brilliant Campaign for Child Cancer Center

Ward gets Justice League makeover

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

JWT joined with Warner Bros. and the A.C. Camargo Cancer Center in São Paulo, Brazil, to craft a super-powerful campaign designed to help children with cancer better understand their treatment and be less frightened by chemotherapy. The initiative revolves around superheroes. The game room at the hospital is tricked out like the interior of the Justice League, and colorful chemo-bag covers bear the insignia of Superman, Batman, Wonder Woman and Green Lantern, transforming the oft-scary drugs into a "Superformula."

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Your sites feature HTML here...