Agency Network: 
May 2013

Superformula to Fight Cancer


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.

Ambient advertisment created by JWT, Brazil for ACCamargo Cancer Center, within the category: Health.

Advertising Agency: JWT, Brazil
Chief Creative Officer: Ricardo John
Head of Art: Fabio Simões
Creative Directors: Hernan Rebalderia, Santiago Dulce
Art Director: Guilherme Sakosigue
Copywriter: Fabio Ozorio
Account Team: Luciana Rodrigues, Yves Rodrigues
Planning: Fernand Alphen, Isabella Mulholland, Stella Pirani
Media: Aline Moda, João Dabbur, André Sanchez
Advertiser Supervisor: Irlau Machado Filho, Adriana Seixas Braga e Luciana Del Nero
Broadcast Director: Marcia Lacaze
Art Buyer: Paula Ferrari
Graphic Producers: Flavio Schaefer, Flavio Colella
Photographer: Regis Fernandez
Animation Production Company: Vetorzero
Executive Production: Eliza Flores
Director: Andre Sernaglia
Co-Director: Marcelo Fahd
Illustration: Marcelo Fahd, Felipe Kimio, Fernando Ricciopo
Animation: Fernando Ricciopo
Post Production / Animation: Fernando Ricciopo, Marcelo Akira
Videocase Production Company: HungryMan
Director: Gualter Pupo
Mounting: Ricardo Mehedff
Sound Production Company: Shuffle
Videocase Finishing: HungryMan

Comments (10)

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germeni's picture
Activity Score 1384

Genial, maravilloso, son esas ideas que uno hubiese querido haber pensado...

Jackbr's picture
Activity Score 1500

Great. Nice.


CrackerJackFlash's picture
Activity Score 19601

Well done...could also make for a fun gaming app.

Richa Agrawal's picture
Richa Agrawal
Activity Score 324

superb :)

kalpesh78's picture
Activity Score 2578


ideas....30 minutes nahi toh free.

peggylize's picture
Activity Score 50

Clever, and beautiful. Nice job!

kleenex's picture
Activity Score 51044


monoliz's picture
Activity Score 1304

converting heroes

Sg HArris's picture
Sg HArris
Activity Score 22

Parabens galera da jwt, otimo trabalho, na verdade exelente.

TwinBuilder's picture
Activity Score 64

That's absolutely fantastic! How could this not win a Lion?