Children's Cancer Center Rebrands Chemo as JLA "Superformula"

Chemotherapy is a tough experience for anyone diagnosed with cancer, especially if that patient is a child. However, the A.C. Camargo Cancer Center in São Paulo has teamed up with Warner Bros. (both clients of the worldwide ad agency JWT) to create something truly special.

According to the press release, intravenous "Superformula" bag covers were recently constructed, based on characters from the Justice League of America and offering a "child-friendly version of the treatment." Not only that, but the children's ward was completely redecorated to look like the Hall of Justice.

JWT then took it one 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 children with cancer, and recovering their strength -- all thanks to the Superformula, of course.

For more on A.C. Camargo's Superformula initiative, check out the video below:

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Source : ign[dot]com