McCann says ‘thank you’ to key workers in new campaign

McCann Milton Keynes has launched an out-of-home campaign thanking the families of key workers for their sacrifice during lockdown.

The campaign, simply entitled ‘Thank you’ was developed in collaboration with McCann's media specialists, UM Birmingham and Rapport, to make use of OOH sites that were not being fully utilised during lockdown.

Creatively, the team’s approach was to broaden the thanks beyond just key workers, focusing on the sacrifice the families of these individuals are making to allow their loved ones go out to work in challenging circumstances.

The work itself heroes images that are authentic and real, showing the isolation of those left at home – accompanied by copy that leads with a simple ‘thank you’ but framing it with the kinds of activities and experiences that key workers are absent from, like reading with their children and eating with a partner etc.

The campaign is running on key digital OOH sites in Birmingham, Manchester, Glasgow and London and was possible thanks to Ocean Outdoor which kindly donated the media space.