‘RELEASE STARTS HERE’

The pain category is old fashioned. Full of scientists in white coats and pain dots. Panadol wanted to humanise their brand.

It needed a big injection of emotion. The idea was to own a moment between pain and relief - the pain-release. The place you need to go to first to escape pain.

Full funnel campaign launched in 8 markets with brand unification across all touch points.

Work covered - broadcast, social and brand experiences.