Warner Bros: Meet a real-life superhero by J Walter Thompson Brazil

Date: Apr 2019
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The box office hit Shazam! has inspired real life heroes in Brazil, using the film to raise awareness about the adoption and sponsoring of at-risk youths in Brazil.

In the last 95 years, Warner Bros Pictures has told stories of superheroes. In addition to their superpowers, the characters have something else in common: they were raised outside their birth families. There are approximately 9,500 children and adolescents up for adoption in Brazil. A campaign used the fame and the life story of Shazam! to raise awareness and inform people about the adoption and sponsoring of youth.

'Meet a real-life superhero' is a project created by J Walter Thompson Brazil that began as extra content to Shazam!'s official trailer. At the end, a youth from a shelter called a "real-life superhero," invited people to learn more about his superpowers and to sponsor these children and adolescents in shelters. For more information, people were encouraged to visit the website for the Brazilian foster care institution. On the site, are the stories of real-life superheroes: Super Actor, Super Nice and Super Empathy.

In partnership with the São Paulo Court of Justice and nine foster care institutions, 80 young people watched the premiere of the film Shazam!. The premier was a success. The second largest television network in the country was there to cover the event. 'Meet a real-life superhero' generated much debate on a topic that is rarely addressed.


JWT Brasil

Warner Bros.

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