Thank you, doctors

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McCANN CELEBRATES SUPERHEROES OF TODAY

Hard times always create great heroes, and they are usually anonymous individuals who selflessly and bravely sacrifice for the benefit of others. In these difficult months during the fight against the COVID-19 virus, it was the women and men on the front lines, in coats, protective equipment, behind tight masks and glasses.

These brave people were successfully brought to the fore and received their appreciation through a large global McCann campaign #supportthedoctors, aimed at raising awareness of the current situation and the importance of solidarity and support for health workers who risk their lives every day and fight for all of us. The “THANK YOU, DOCTORS” initiative involved many McCann agency creatives, who designed nearly a hundred posters.

Jana Savić Rastovac, our Executive Creative Director, led this project in the SEE region. She emphasizes that in this, as in any other time, the power of creativity certainly lies in its meaning, and meaning as such is now most needed: “In the #supportthedoctors campaign, we did the same thing we normally do every day – we looked for the best idea. The situation in which many positions in the media were vacant inspired the initiative of gratitude and support for doctors, which is being implemented in many countries in Southeast Europe. We joined the initiative with great enthusiasm in our region as well. Teams from Belgrade, Zagreb, Tirana, Skopje, and Sarajevo contributed to this unique exhibition. We have put our knowledge, talent, design, and thought in the service of something bigger and that is why we are very happy. “

The domestic and global public both reacted enthusiastically to the solution created by our agency, which presented doctors in the role of superheroes in a simple way. Our campaign traveled all over the world, and its conceptual solution was exclusively published on the special front pages of the magazine “Nedeljnik”:

“The photos of the medical staff that appeared in the media completely left me speechless. It was then that I realized the gravity of the situation, their greatness, and courage. The idea somehow built itself up. The fact that we have touched the hearts of a large number of people around the world, speaks in favor of the success of our intention “, explains Lidija Milovanović , Head of Art, who designed the cover of Nedeljnik.