Superheroes and advertisers create a winning team.
Comic books have always sparked my imagination. Growing up, I loved sitting down and trying to draw characters such as Superman, Batman, Wolverine and Spiderman. I mean, who doesn’t want to be a superhero? I know I do. And I’d like to think that everyone has tried to answer the question, “If you had a super power, which one would it be?” Maybe the ability to fly, or even super strength. Well, one advertising agency used its “power” of perception to battle one of the biggest villains of all time – cancer.
Global ad agency JWT joined forces with Warner Bros. and the A.C. Camargo Cancer Center in São Paulo, Brazil, to create a campaign designed to help children with cancer better understand their treatment and be less frightened by chemotherapy. This brilliant campaign blends the hardships of being a child fighting cancer with the super-human ability of some of The Justice League’s best-known superheroes.
The greatest problem the doctors faced was getting their patients to believe in the cure. So JWT Brazil’s creative team worked closely with them to create special covers that feature familiar superhero logos for the chemotherapy intravenous bag. This combination of the case with the painful medication was given the name, “Superformula.” The new name and look of the treatment helped change the kids’ perception by convincing them that the Superformula gave them their own superpower, which could be used to conquer their illness.
But JWT didn’t stop there.
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. The creative team also provided an entirely new look to the children’s ward of the AC Camargo Cancer Center. The game room at the hospital was converted into the interior of the Justice League, hallways and doors were decorated with the same idea, and a special entrance area for patients was created to fit the theme.
The American Marketing Association (AMA) defines a brand as: A name, term, sign, symbol or design, or a combination of them intended to identify goods and services. Superheroes fall under that same definition. Characters are named and designed a certain way to be a symbol of strength so people perceive that character as invincible. Superheroes provide a service: Protecting others. So inherently, superheroes are a brand. And when that brand is used to help people in need, that’s the greatest brand in the world.
Learn more about this amazing campaign here.