A.C.Camargo Cancer Center, a children's hospital based in Sao Paolo, Brazil, has come up with a brilliant way to lift the spirits of their young patients. Working with ad agency JWT and Warner Brothers, they have created playful covers for otherwise cold and sterile chemotherapy bags. These covers are inspired by the emblems of popular superheroes, who are known for their strength and goodwill.
Kids are told that inside these special bags is a superformula that will help them get back into crime-fighting shape. The A.C.Camargo Cancer Center has been slightly renovated for the playful project. For instance, its game room has been transformed into the Hall of Justice. Children also receive custom comic books depicting their favorite superhero fighting a disease similar to cancer.