Children adore being superheroes. They play with superhero dolls and mimic their signature moves, climbing on the couch just to jump off it seconds later in an attempt to fly soaring through the air just like Superman, Wonder Woman or whichever superhero is the latest flavour of the month.

But unlike superheroes, when kids go wild they can get hurt and break an arm. And when that happens, they are the farthest thing from being a hero … and their tears just leave us adults feeling helpless and powerless.

It’s exactly for cases like these, that the Meuhedet Health Fund launched a new and unique Augmented Reality experience: “Little Superheroes”. Starting today, all doctors treating kids for broken arms will apply onto kids’ casts a special band which when scanned through the health fund’s app turns their arm into a bionic arm – complete with laser beams, spikes and other superpowers – just like their favourite heroes. A sure way to make kids’ tears stop almost instantly and ensure that instead of sitting at school in a corner of the playground while their friends play – they are able to take part and become the heroes of the playground.

Advertising Agency: BBR Saatchi & Saatchi, Israel
Chief Executive Officer: Ben Muskal
Chief Creative Officer: Yaron Perel
Creative Director: Kobi Cohen
Copywriter: Nofar Birenbaum
Art Director: Shani Sofer
Chief Technology Officer: Roy Zoaretz
Project managers: Alina Yavsenko, Nofar Birenbaum
Digital Creative Director: Naor Itzhak
VP Client Services: Aviv Benzikri
Account Supervisor: Rotem Mizrachi Yoshia
Account Executive: Hilla Rahimi
Planning Information Specialist: Eva Hasson
VP Content & Production: Iris Yisraeli
Producers: Bosmat Ben David, Maya Palmon
Video Editor and Director: Leehou Porat
Studio BBR Manager: Yaron Keinan
Studio Traffic: Mor Hay
Traffic Director: Ronit Doanis
Studio BBR: Zehava Gonen Greenberg, Chen Ariel Graizman, Masha Varshitsky, Noam Carmel, Jenny Gindus, Dana Schossberger, Eyal Vinitzer, Gabi Levi Elkayam
App development: Appearia