Panadol unveils its 'Art of Release', an unexpected yet striking campaign by Grey Dubai
Posted on 2023 Dec,07  | By ArabAd's staff

Listen to the article

Panadol's latest campaign takes the viewer by surprise, as the set of eye-catching visuals, recently rolled out via OOH media by the renowned pain relief brand, is nothing close to how pharmaceutical brands usually communicate.

Indeed, stepping away from a more rational appeal, the brand took a creative, emotional, and techy approach to the concept of pain relief using AI to illustrate pain relief expressions in a more artsy, abstract although relatable manner.

Part of the campaign was a series of activations across cinemas and commercial areas in Dubai, UAE.

The agency set up futuristic Panadol booths in the Mall of the Emirates and JBR the Beach.

Visitors to these booths could then input what they thought their moment of pain relief felt like before entering the booths, which brought their descriptions to life using AI and digital screens.

Focusing on the idea behind the concept, the creative team from Grey explained, "It all began with the question of how we could visualise pain relief in a cool, fresh, and abstract manner. We couldn't pinpoint a specific visual because the experience of pain relief varies from person to person. So, we decided to personalise the visuals based on each individual's description of their pain relief journey using AI technology."

They added, "Our overarching objective was to provide a brief escape from the hustle and bustle, creating a serene, zen-like experience that reminded them what pain relief feels like."

Besides attracting over 1,200 visitors, the activation also picked up extensive coverage through radio and morning television shows. Engaging competitions and insightful interviews piqued the audience's curiosity, amplifying the event's impact.



Apart from the experience, visitors to the activation also received customised visuals, a printed picture of their creation, and a tote bag all representing the AI-created visual answer to the question "Release from pain feels like..."

The campaign extended through outdoor, social media and digital advertising in collaboration with well-known influencers and  through partnerships with popular magazines, further solidifying the campaign's reach with a significant exposure attained across the UAE, Kuwait, Jordan, and Qatar.

Kannan Sivasankaran, general manager, Haleon, said: "We believe in the power of technology to enhance the human experience, and this idea is a testament to that belief, and we plan to continue using the power of AI to enhance our communication with the consumers."

Panadol's 'Art of Release' activation was perceived as a transformative experience and is a strong example of the exciting creative possibilities of AI in shaping the future of pain relief.




Agency: Grey Dubai

Executive Creative Director: Pablo Maldonado

Creative Director: Khaled Ibrahim

Senior Art Director: Madhruth Zaman, Rolando Ruiz

Senior Copywriter: Ritabrata Saha, Anant Kurup

Associate Creative Director: Habiba Gabriel

Sr. Account Manager: Richa Rai                                              

Business Director: Zeina Korek

Strategy Director: Elias Karam

Production Company: Maze of Tales

Project Manager - Head of AI - Music Composer & Sound Designer: Karim Mhneisser

Production Designer & Architect: Carla Kamel

Technologist: Karim Al Alaili

Operations Manager: Pascaline Perdikas

AI Operators: Edgar Quaggio Salmen, Fahad Ali Khan

Event Coordinator: Yara Kamel

Media Agency: Publicis

Senior Media Planner (Digitas, Publicis): Amir Tannous

Associate Media Director (Digitas, Publicis): Alina Sukhar

Tech Agency: Wunderman Thompson Dubai

Associate Account Director: Lara Medanat

Senior Account Executive: Amal Salha