McCann Belgrade Made a Simply Perfect Tribute to Doctors, the Superheroes of Today

A creative exercise across a number of McCann offices in Europe, encouraging expressions of thanks to doctors and other medical personnel during Covid-19, has led to the development of almost 100 posters—including a clever series from creatives at McCann Belgrade saluting the frontline workers as superheroes.

The three ads below, art directed by Lidija Milovanovic, deliver their message subtly through the markings of masks on the doctors’ faces. Shared in social media yesterday, they were met with immediate praise and gratitude.

The initiative is called “Thank You, Doctors!” McCann says more of its creative teams have been joining in every day.

“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,” says Catalin Dobre, chief creative officer of McCann Worldgroup Romania and regional creative director for McCann Central East Europe.

He adds: “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.”