Hospital A.C.Camargo Cancer Center - "Bags"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brasil

12669

This ad is part of the ACT Responsible Collection

Marca: Hospital A.C.Camargo Cancer Center
País: Brasil

Anunciante: Hospital A.C.Camargo Cancer Center

Título	Bags
Agencia	J. Walter Thompson Brazil
Campaña	Superformula to Fight Cancer
Anunciante	Hospital A.C.Camargo Cancer Center
Marca	Hospital A.C.Camargo Cancer Center
Posted	Junio 2013
Sector Empresarial	Hospitales & Clínicas
Sinopsis	JWT Brazil introduces: "Superformula" to fight cancer. The first step in the fight against cancer is believing in the cure. But chemotherapy treatment is difficult, especially for a child. To help them believe, JWT worked with the A.C.Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea capable of changing their negative perception of the treatment:
Problema	Transform the chemotherapy into a “Superformula.” To this end, covers for intravenous bags were constructed based on characters from the Justice League, creating, for the first time, 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. To give these covers a more powerful meaning, the agency started to produce 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 this “Superformula.” An experience that 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.
Resultado	An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world’s greatest villains.
Medio	Packaging, marcas y diseño
Duración	120 seconds
Responsable de la creación	Ricardo John
Supervisor de arte	Fabio Simoes
Director creativo	Hernán Rebaldería
Director creativo	Santiago Dulce
Director artístico	Guilherme Sakosigue
Responsable de conceptos / redactor	Fabio Ozorio
Responsable de cuentas de agencia	Luciana Rodrigues
Responsable de cuentas de agencia	Yves Rodrigues
Planificador de cuentas	Fernand Alphen
Planificador de cuentas	Isabella Mulholland
Planificador de cuentas	Stella Pirani
Media Planner	Aline Moda
Media Planner	João Dabbur
Media Planner	Andrez Sanchez
Supervisor depublicidad	Adriana Seixas Braga
Supervisor depublicidad	Luciana Del Nero
Comprador de arte	Paula Ferrari
Graphics	Flavio Schaefer
Graphics	Flavio Colella
Productora	Vetorzero
Productor ejecutivo	Eliza Flores
Realizador	Andre Sernaglia
Realizador	Marcelo Fahd
Illustration	Marcelo Fahd
Illustration	Felipe Kimio
Illustration	Fernando Ricciopo
Animación	Fernando Ricciopo
Postproducción	Fernando Ricciopo
Postproducción	Marcelo Akira
Realizador	Gualter Pupo
Montador	Ricardo Mehedff
Producción de sonido	Shuffle
Advertiser's Supervisor	Irlau Machado Filho
Productora	Hungry Man
Postproducción	Hungry Man