JWT Brazil creates “Superformula”

The AC Camargo Cancer Center and Warner Bros have banded together with JWT Brazil to create the “Superformula to Fight Cancer.” This beautiful and heart warming campaign blends the heartaches and hardships of being a child fighting cancer, with the super-human ability and wonder of some of “The Justice League’s” best known superheroes.

This program was based on the idea that the first step to the fight against cancer is believing in the cure. In order to get their patients to believe, JWT Brazil’s creative team worked with doctors to create a case that clips together to completely cover the chemotherapy intravenous bag. This case combined the painful medication with the magical world of super heroes and was given the name, “Superformula.” The new name and look of the treatment helped to change the perception in the kids’ by convincing them that the Superformula gave them their own superpower which could be used to conquer their illness.

The team at JWT Brazil didn’t stop there. To give these covers a more powerful meaning, the agency produced 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 the “Superformula.” In addition, the team provided a new look for the entire children’s ward of the AC Camargo Cancer Center: The game room was converted into the Hall of Justice, hallways and doors were decorated with the same idea, and a special entrance was created to fit the theme for these little heroes to enter through.

Since this campaign has been up and running, it has truly helped these kids in their own struggle against one of the world’s greatest villains. See their priceless reactions for yourself below and read our interview with the creative team behind the work.

What did the creative brief entail for this project? How did you get to the “Superformula” idea from the brief?

Actually, it was a proactive idea from the agency, conceived from our understanding and close relationship with the client, with whom we have been working for more than 12 years.

We got to this idea based on recent studies of the humanization of cancer treatment specific to pediatrics and how giving more positive meaning to the treatment is beneficial.

The nurses in the video seem so excited that the children will finally have something to believe in that will actually help them get better.

Can you describe what, if any, insights were gained from the nurses and doctors?

We captured the nurses’ initial reaction to the Superformula on video. It was a surprise to them since the only members of the hospital staff who knew about the project were the ones responsible for approval. We were the ones to tell the nurses the idea and to show them the coverings for the chemo medication. The testimony given by the nurse, who was genuinely touched, took place minutes after learning about the new approach to medicating the patients.

How were the animations and comic books that were created for this campaign used to enhance the feeling achieved by the Superformula?

The stories align the two situations: a child with cancer and a typical superhero story. It helps to explain how the treatment will unfold, leaving a crystal clear message of the importance of believing in the cure; in other words, of having hope.

The analogies are quite simple. The super hero will live an experience similar to that of a child with cancer. The villain, representing the disease, sprays an invisible gas at the hero that makes the cell division erratic, thereby making him sick (we never talk about cancer, rather we always describe the process realistically.)  The Superfriends represent family and the Superformula represents chemotherapy. The doctors represent themselves. It’s very important to tell the kids the story through analogies that they will easily understand but to never lie to them. Therefore, a Superhero does not develop the Superformula, nor does it come from another planet, specialists develop it. In the end, obviously, the Superhero recovers his power and beats the bad guy.

What was the most rewarding part of this project? What was the most difficult part?

The most beautiful part of the project was the possibility of creating a pure idea, an idea capable of changing cancer treatment for children from now on. Surprisingly, this job did not have a difficult part. The idea appeared with an incredible energy which continued as it was conceived, presented, and put into action.

After the “Superformula” was introduced, can you tell us about the impact it had on the kids?

What we see in the video are the first reactions from the children: smiles and great curiosity, a reaction that was far from fear. The Superformula idea has helped them believe that this strong medication that makes their hair fall out, that makes them nauseated, or that takes away their desire to eat, is actually something with an objective and that can save them.

Have any other hospitals showed interest in picking up this idea for their children’s center?

This idea has just recently been released in the media. In the first days we have already received a lot of positive feedback from professionals in the medical area. Considering how well the project has been received, I believe that it is just a matter of time until the idea is picked up by other children’s cancer treatment centers.


— This heartfelt campaign received coverage from AdWeekYahoo! News CanadaCreativity-Online, Co.CreateInternational Gaming Network and more.

36 thoughts on “JWT Brazil creates “Superformula””

  1. Good morning,

    Who could I speak to in your Johannesburg office in connection with bringing this concept to South Africa please?

  2. this is an ingenious idea yet simple and effective. Where can we purchase some of these for our children cancer wards in Hong Kong? thank you

  3. Please where can I get my “SUPERFORMULA”…..and to share w my friends at Children hospital of los Angeles♡

  4. HI, my dearest friend is going througn yet another cancer surgery and treatment and I would love to order one of your Superformula bags to surprise her. How can I go about getting one for her and introducing it to our local hospitals?

  5. Guys,

    Lets crowdfund this and assure that this superformula treatment can be implemented everywhere where needed.

  6. Hi
    I’m also really interested, someone just posted a pic of these on my FB feed and I’d love to buy one for my little boy who is about to start chemotherapy, he would absolutely love one.
    Many thanks

  7. Like the others have commented I love to find out how to procure some of these?! And would it be possible to get ones to fit enteral and parenteral nutrition bags as well?

  8. Rec. Therapist/Child Life Specialist in SK-Is this accessible for our centres? Please send more information!

  9. Where can i get information about procuring cases for my pediatric oncology facility? These are an amazing idea!

  10. I have no connection to my local hospital, but would be more than willing to put some money into a similar project in my home town of Milton Keynes (UK).

  11. My 2 yr-old nephew was recently diagnosed with leukemia and he would absolutely love to see one of these during his chemo treatments! Please email or post to the comment thread if it’s possible to purchase these anywhere. Thank you!

  12. Huello, I’m from Mérida Yucatán mexico I’m a med student and I will like some information to take this idea and bring it to my hospital to the department of children oncology, there is si much need of this joy in the hospital and for the kid hope to write back

  13. Hi, my son Sean would love this he is battling atypical hus and has to have a treatment through I.V. every other thursday and this would go along way to making it easier.. how can i purchase one of these???

  14. My girl friends son is called suppy manny at 18 months for defying the odds and he has a gi tube and would love one were can his family get one!?

  15. This is a fantastic idea. I’m a paediatric nurse working in the UK & would love to get these for our patients. Where can we get them? 🙂

  16. Very interested in these IV covers for cancer patients in Halifax, Nova Scotia! Please tell me how much they cost and how soon you could have them here! Thanks =)

  17. Would love to purchase one, are these being sold to the public? My son goes through 4+ hours of IV infusion therapy every 4 weeks for Primary Immune Deficiency. He would absolutely love this. Batman would surely make the whole process a bit easier.

  18. I think it’s deplorable & sickening they aren’t promoting this outside of Brazil. I have spent over 45 minutes researching this and haven’t found a way to order them. This is exactly what children need, regardless what country! It gives them a sense of hope and a special glare in their eyes. Get off your fat, lazy asses, and let us know HOW to order these. Stop hogging the credit & glory to yourselves, Brazil! It’s time to get on the bandwagon, and start mass producing these I.V. covers. This is an ingenious idea! What’s even more disgusting is that NOBODY is replying to these comments to tell us how to get them. We desperately need something like this in New Brunswick, Canada. Tell me how to go about ordering them!!!!!

    1. On behalf of JWT Brazil and A.C. Camargo Cancer Center, thank you all for your interest in Superformula. We have received many calls, messages and emails from all over the world from people like you who want to bring Superformula to local hospitals and NGOs. We are encouraged by the positive response and would like to roll it out to as many children in need as possible.

      JWT Brazil is working with partners to release not only the chemo cover, but also the whole package of cartoons, electronic content, stickers, and all other materials developed for the dear little patients at the A.C. Camargo Cancer Center.

      We will be in touch with you soon. In the meantime, please send any requests, responses and communications to hero.superformula@jwt.com.

  19. We have interest from one of our clients a Hospital Group, for this product in MEXICO. How or who may we buy these products to import them to Mexico ? There is a LOT of interest just right now for this.
    I’ll appreciate your prompt reply.

  20. My 4 year old nephew is on iv 20 hours a day and is a HUGE marvels fan, please let me know how I can purchase one of these for him. It would greatly impact his everyday life and positivity!

  21. This is just adorable! I volunteer at a governmental hospital in Saudi Arabia and I work with kids doing all sort of things from plays to arts and crafts and I would love to supply this to the hospital since we deal a lot with confusion from the kids side along with depression, if it is possible I would love to contact the party that is responsible to supply us with this amazing invention.
    Thank you,
    Sarah AlSughaiyer

  22. I am interested in getting this into my local children’s hospital. Please advise how!
    We stay in Ulm Germany and our nurses love your product. Please tell us how to advise.

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