Doctors are branded with the marks of superheroes in campaign from McCann
Outdoor campaign 'Thank you doctors!' blends fictional heroes with real-life crusaders
May 04, 2020
Dove made headlines at the beginning of the month with its “Courage is Beautiful” campaign which shows faces of healthcare workers marked by their protective masks as they labor during the coronavirus pandemic.
A new outdoor campaign from McCann Belgrade makes a subtle twist on that concept by turning their bruises and welts into marks of super-heroism.
A series of three posters created by Senior Art Director Lidija Milovanovic shows mask indents on real-life doctors’ faces forming the outlines of masks from popular superheroes Spiderman, Batman and Ironman, blurring the line between fictional heroes and real-life crusaders.
The campaign, called “Thank You, Doctors!” was timed to National Superhero Day on April 28, but continues to grow. Creatives across 20 McCann offices in Europe are now creating posters with their own interpretations of the “thank you, doctors” theme. The posters are filling hundreds of billboards that sit empty across Europe.“It is incredible to see the diversity of the interpretations of the ‘Thank you, doctors’ theme and we hope that other artists, from outside McCann, will join this movement,” said Catalin Dobre, CCO McCann Worldgroup Romania and Regional CD McCann Central East Europe in a statement.