Quick answer: Abanca transformed a JCDecaux bus shelter in Vigo into a giant doctor's coat as part of its “Lo Bordamos” campaign, celebrating healthcare professionals while promoting the integration of Sanitas into Abanca Seguros.
A Tribute To The Human Side Of Healthcare
Healthcare professionals are often recognized by the specialties embroidered on their white coats. However, according to Abanca, the qualities patients value most frequently cannot be stitched onto a uniform.
Empathy, trust, reassurance and the ability to listen are often just as important as medical expertise.
That insight became the foundation for “Lo Bordamos”, a campaign designed to recognize the people behind healthcare and the human connection they create every day.
Transforming A Bus Shelter Into A Doctor's Coat
To bring the concept to life, Abanca partnered with creative agency Ernest, media agency Proximia and outdoor advertising company JCDecaux.
Together, they created a special-build OOH installation that transformed a traditional bus shelter in Vigo into a giant doctor's coat.
Located on Avenida García Barbón, near Abanca's headquarters, the installation immediately stood out by turning everyday street furniture into a symbolic tribute to healthcare professionals.
The structure replicated the appearance of a medical coat, complete with a custom embroidered pocket carrying a heartfelt message.
A Message Focused On Care
The centerpiece of the installation featured the phrase:
"Dr. I'm Going To Take Care Of You."
Alongside the campaign claim:
"What matters to you when visiting a doctor, we stitch perfectly."
The wording reinforces the campaign's central idea: patients value the human side of medicine just as much as professional qualifications.
By highlighting emotional care rather than clinical expertise alone, the campaign creates a stronger and more relatable connection with audiences.
OOH As A Symbolic Experience
Rather than relying on traditional healthcare advertising, Abanca used outdoor media as a physical expression of its message.
The oversized doctor's coat transformed a familiar urban object into a memorable visual experience.
This approach demonstrates how experiential OOH can communicate brand values through design rather than lengthy explanations.
The installation becomes both an advertisement and a public tribute.
Supporting The Integration Of Sanitas
The campaign also supports the integration of Sanitas into Abanca Seguros.
Instead of focusing on insurance products or services, the communication centers on the values people expect when seeking healthcare.
By celebrating doctors and healthcare workers, Abanca positions itself alongside those values of trust, support and personalized care.
The result is a message that feels more emotional and meaningful than a traditional corporate announcement.
Why This OOH Campaign Works
The campaign succeeds because it transforms an abstract brand promise into something tangible and highly visible.
The doctor's coat instantly communicates healthcare, while the embroidered message adds warmth and humanity.
The installation combines creativity, relevance and simplicity, making it easy for people to understand within seconds.
Most importantly, it celebrates the individuals behind healthcare rather than focusing solely on institutions or services.
What Marketers Can Learn From Abanca
- Experiential OOH can turn ordinary street furniture into memorable brand experiences.
- Healthcare marketing becomes more powerful when it highlights human values.
- Simple visual metaphors often communicate faster than complex messaging.
- Public tributes can create stronger emotional engagement than traditional advertising.
- Brand integrations work best when connected to meaningful human stories.
Final Thoughts
Abanca's giant doctor's coat installation demonstrates how outdoor advertising can honor people while strengthening brand perception.
By transforming a bus shelter into a symbol of care, empathy and trust, the campaign delivers a message that resonates beyond healthcare marketing.
It is a strong example of how OOH can move beyond visibility and become a meaningful public statement.
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