Doctors Subtly Become Superheroes in This Inspired Poster Campaign

McCann Belgrade puts a brilliant twist on one of the pandemic's most common visuals

Woman with pressure marks on her face
The work is being shown at outdoor locations across Europe and in local press. Lidija Milovanovic

McCann Belgrade has reimagined doctors and nurses as superheroes in a new outdoor campaign that uses a simple and subtle visual to thank healthcare professionals for their efforts during the coronavirus crisis.

The series of three posters, created by the agency’s head of art, Lidija Milovanovic, shows portraits of medical workers with pressure marks on their faces—a common sight lately due to extended periods of wearing masks.

But instead of having indents from traditional mask shapes, the lines on their faces instead form the outlines of familiar superhero masks, alluding to the heroes Spider-Man, Iron Man and Batman.

The work is being shown at outdoor locations across Europe and in local press. It forms part of a wider project involving 20 offices across McCann Europe.

As part of the project, creatives from across the network have developed posters to celebrate the efforts and sacrifices that healthcare workers have made throughout the coronavirus crisis and populate empty billboards.

More than 100 posters designed by the agency are being shown in cities across Europe, including in Bucharest, Belgrade, Budapest, Birmingham, Skopje, Tirana, Madrid, Frankfurt, Zagreb, Prague and Warsaw.


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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