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Children’s Cancer Hospital rebrands Chemotherapy “Superformula”

June 5th, 2013 by Edwin Torres Jr Comments

The A.C.Camargo Cancer Center in São Paulo, Brazil, recently teamed up with Warner Bros. (both clients of the worldwide ad agency J. Walter Thompson) to make their children’s ward more comforting to its young patients by rebranding chemotherapy ‘superformula’ and covering IV bags with Justice League themed boxes. Then they created special comic books detailing how Justice League characters lost their powers but gained them back after undergoing similar treatments as the kids.

“Covers for intravenous bags were constructed based on characters from the Justice League, creating…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.

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.

As any good cancer doctor will tell you, the most important step in fighting the disease is believing in a cure.”

J. Walter Thompson even took it a step further and collaborated with Warner Bros. to produce a series of one-shot comic books featuring Batman, Superman, Wonder Woman and Green Lantern, all going through similar experiences as the kids with cancer, and recovering their strength — all thanks to the Superformula.

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Born and raised in NY, a self titled Nerd Jedi. He met his destiny at 5, with the snap-hiss of Luke's lightsaber in Star Wars. He's never looked back. He wields dual lightsabers, called Common Sense and Humor, and uses them in pursuit of all things Nerd. A husband and father, he still finds time for comics, video games, movies, and shows. You can follow his blog at or his Twitter @ed_pool