Super Inspiring

I’m constantly on the lookout for design inspiration—typography treatments, color combinations, innovative user interfaces. Anything that makes me stop and think, “Man, that’s so awesome. I wish I thought of it.” Enter J. Walter Thompson’s (JWT) brilliant campaign for the A.C. Camargo Cancer Center in São Paulo, Brazil.

Warner Bros. and A.C. Camargo Cancer Center, both clients of JWT, joined forces with the marketing communications giant to take on the super-feat of helping children with cancer better understand their treatment and be less frightened by chemotherapy. David Gianatasio of Adweek states,

The initiative revolves around superheroes. The game room at the hospital is tricked out like the interior of the Justice League, and colorful chemo-bag covers bear the insignia of Superman, Batman, Wonder Woman and Green Lantern, transforming the oft-scary drugs into a “Superformula.” Specially drawn comic books tell medically realistic tales of the Dark Knight and his friends defeating cancer-like diseases to resume their war against evil.

If you are someone who believes designers only “make things look pretty,” perhaps the super-power of this remarkable collaboration will change your opinion. After all, the first step in the fight against cancer is believing in the cure. The JWT team has made me a believer. This is a true inspiration.

Images from JWT's Superformula Campaign