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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.
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