As a tribute to doctors risking their lives daily on the frontline of the battle against COVID-19, McCann Belgrade has created a clever series of posters saluting the doctors as superheroes.
The creative initiative, which is part of a wider creative sourcing across McCann offices in Europe, is called “Thank You, Doctors!”
“We started the initiative as an outdoor project meant to decorate the hundreds of billboards that are now empty and transform the cities in places that acknowledge, give power and strength to those who need to be out there, on their way to doing a very tough job—the doctors and the medical staff,” Catalin Dobre, chief creative officer of McCann Worldgroup Romania and regional creative director for McCann Central East Europe, told Muse by Clio.
“The initiative spread fast, with amazing work coming from all over Europe. It is incredible to see the diversity of the interpretations of the ‘Thank You, Doctors’ theme, and we hope that other artists outside McCann will join this movement.”
The three ads below, which were art directed by Lidija Milovanovic, display the subtle message of being superheroes by showing the impression of “masks” on the doctor’s faces.