Panadol has rolled out a campaign that turns eight hours of joint pain relief into a mini eight-hour vacation.
The campaign for Panadol Joint was created by Grey Dubai and offered a handful of joint pain sufferers over the age of 45 the opportunity to go skydiving, rock climbing, kayaking and much more. All were given a pack of Panadol Joint, an itinerary for their eight-hour vacation and a mix of accessories.
The executive creative director on the campaign was Grey Dubai’s Vidya Manmohan, with social media by Wunderman and media planning by MediaCom.
#My8HourVacation is soon to open up to a wider audience as a social media competition across the UAE, Lebanon and Saudi Arabia.
Panadol is part of the GlaxoSmithKline group of companies.