An avalanche of positive comments, praise, reports in the world’s most important media in the field of communications, emotions, a powerful initiative of media partners, creatives and artists across Europe – this time, it is all in service of a prestigious, global brand that deserves respect and the most sincere gratitude – health workers.
Hard times always create great heroes, and they are almost always 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 campaign by the McCann called “THANK YOU, DOCTORS”.
Across the region, McCann and UM agencies, members of the I&F McCann Grupa, as well as their media partners, simultaneously filled the streets of Belgrade, Zagreb, Sarajevo, Podgorica, Skopje and Tirana with creative solutions, messages of support, gratitude to doctors and medical staff, and much-needed optimism regarding our future. The idea behind the #supportthedoctors campaign was also to raise people’s 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. Moreover, more and more creative teams are joining the action every day:
“A series of art posters created by colleagues from McCann offices in the region immediately aroused the emotions of all of us at UM. It was a great pleasure to join this campaign and invite our media partners, especially outdoor media, to help the message of great gratitude reach real superheroes, doctors, and medical staff across the region in places where they will surely notice them, near the COVID hospitals. Thank you, colleagues, thank you to the media partners and most of all thank you to our real heroes – doctors,”said Branislava Cagronov, Regional Managing Director at UM.
Jana Savić Rastovac, Executive Creative Director at McCann Beograd, led this project. 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 the McCann Beograd agency, which presented doctors in the role of superheroes in a simple way. The campaign from Belgrade 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 at McCann Beograd, who designed the cover of Nedeljnik.
Click on the LINK to see the gallery of all creative solutions from the Adriatic region.