Brazilian Hospital Rebrands Chemotherapy As Justice League-Themed ‘Superformula’

Senior Pop Culture Editor
06.04.13 4 Comments

In the first decent story an ad agency has ever been associated with (sorry, Sterling Cooper Dog Pineapple Weezer Logo Baba Booey Baba Booey & Associates), JWT Brazil teamed up with A.C. Camargo Cancer Center and Warner Bros. to transform intravenous bags for children with cancer into “Superformula.” The bags are now covered with Justice League superhero logos to, in the words of Advertising Weekly, “help children with cancer better understand their treatment and be less frightened by chemotherapy.” A line of comic books with Batman, Superman, Wonder Woman, and the Green Lantern going through the same experiences as the children was even created.

The fewer hospital room clowns, the better.

It’s a pretty wonderful idea.


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