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Panadol’s ‘Art of Release’ Campaign Pioneers AI in Creative Approach

Panadol has set a new standard in pharmaceutical marketing with its campaign that breaks away from the traditional norms. Departing from a logical appeal, the brand embraced a creative, emotional, and tech-savvy approach to redefine the concept of pain relief.

As part of this innovative campaign, various activations unfolded across key locations in Dubai, UAE, with futuristic Panadol booths gracing the Mall of the Emirates and JBR the Beach.

At these booths, visitors were invited to articulate their personal experiences of pain relief before entering. Using cutting-edge AI and digital screens, the booths brought their descriptions to life, creating a unique and personalised visual representation.

Explaining the concept, the Grey team shared, “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.”

“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.”

Beyond the immersive experience, attendees received custom visuals, a printed image of their creation, and a stylish tote bag.

The activation garnered attention from over 1,200 visitors and secured extensive coverage on radio and morning television shows. Engaging competitions and enlightening interviews stirred curiosity, amplifying the impact of the event.

To further amplify the campaign, Panadol strategically employed outdoor, social media, and digital campaigns, collaborating with influential figures and partnering with popular magazines. This concerted effort ensured the campaign reached a wide audience across the UAE, Kuwait, Jordan, and Qatar.

Kannan Sivasankaran, General Manager at Haleon, expressed, “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.”



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 Operator: Edgar Quaggio Salmen
AI Operator: 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

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