A Tribute To The Human Side Of Medicine
Healthcare professionals are often recognized by the specialties embroidered on their medical coats. But according to Abanca, their most valuable skills go far beyond technical expertise.
Listening, providing reassurance and building trust are qualities that patients value every day.
That insight became the foundation of “Lo Bordamos” (“We Stitch It Perfectly”), a campaign celebrating the people behind healthcare.
Turning A Bus Shelter Into A Doctor’s Coat
To bring the idea into the physical world, Abanca partnered with creative agency Ernest, media agency Proximia and outdoor advertising company JCDecaux.
The result was a special-build installation in Vigo that transformed a traditional bus shelter into a giant doctor’s coat.
Located on Avenida García Barbón near Abanca’s headquarters, the structure immediately captured attention by turning everyday street furniture into a symbolic tribute.
The installation replicated the look of a medical coat, including a custom embroidered pocket carrying the message:
“Dr. I’m Going To Take Care Of You.”
Alongside the campaign claim:
“What matters to you when visiting a doctor, we stitch perfectly.”
Supporting The Integration Of Sanitas
The campaign also serves a strategic business objective.
“Lo Bordamos” communicates the integration of Sanitas’ medical network into Abanca Seguros, reinforcing the insurer’s commitment to healthcare services.
Rather than focusing exclusively on insurance products, the campaign places healthcare professionals at the center of the story.
This approach creates a more emotional and human connection with audiences.
Extending The Experience Beyond OOH
Abanca is also inviting customers to participate directly in the campaign.
The brand is offering people the opportunity to personalize medical coats for doctors as a gesture of gratitude for the care they provide every day.
The initiative will run through December or until the available coats have been claimed.
To amplify the message, Abanca has also leveraged its sponsorship relationship with Deportivo La Coruña, with players from both the men's and women's teams publicly thanking healthcare professionals.
Why This Campaign Works
- Transforms street furniture into a meaningful tribute.
- Celebrates healthcare professionals through emotion rather than product messaging.
- Connects a business announcement with a human-centered story.
- Creates strong visual impact through special-build OOH.
- Invites public participation through personalized doctor coats.
By turning a bus shelter into a doctor’s coat, Abanca demonstrates how outdoor advertising can go beyond visibility to create appreciation, recognition and emotional engagement. The campaign successfully combines brand communication with a sincere tribute to the people who care for others every day.
Frequently Asked Questions
It is a campaign that honors healthcare professionals while communicating the integration of Sanitas into Abanca Seguros.
The installation was placed on Avenida García Barbón in Vigo, Spain.
The campaign was developed by Ernest, Proximia and JCDecaux for Abanca.
The installation symbolizes the care, trust and dedication that healthcare professionals provide to patients every day.
Customers can personalize medical coats for doctors as a gesture of appreciation until December or while supplies last.
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