CategoryA01. OTC Oral Medicines
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Media Agency MINDSHARE Hong Kong, HONG KONG
Production Company THE GUNNERY Singapore, SINGAPORE


Name Company Position
Till Hohmann Grey Group Asia Pacific Executive Creative Director
Antonio Bonifacio Grey Group Singapore Creative Director
Andrew Siebert Grey Group Singapore Copywriter
Sandra Ong Grey Group Singapore Agency Producer
Subbaraju Alluri Grey Group Singapore Chief Executive Officer
Tom Evans Grey Group Singapore Client Services Director Apac
Jennifer Sim Grey Group Singapore Regional Group Account Director
Serene Loo Grey Group Singapore Regional Account Manager
Madeline Woon Grey Group Singapore Regional Account Manager
Jasmine Lai Glaxosmithkline Hong Kong Head Of Marketing
Pinky Lam Glaxosmithkline Hong Kong Senior Brand Manager
Malati Afridi Grey Group Singapore Regional Planning Director
Craig Mcleod Freelance Voiceover Artist
Evan Roberts The GUNNERY Singapore Sound Engineer
Darren Leong Grey Group Singapore Junior Art Director
James Li Grey Group Singapore Associate Creative Director

Brief Explanation

Whilst a Chinese territory, Hong Kong is a market where the English language is widely used. In fact it is connected to a more upmarket audience. This is why these ads were executed and aired in English - Panadol Extra Advance is a product at a premium positioning. Also, Hong Kong is a city of long commutes. Time spent in cars or public transport is used for entertainment - radio being a strong player. Understanding this dynamic it made sense to deliver the core message in an entertaining, absorbing way - this is why these ads take the rather unexpected journey they do: it is an audio play, made to draw the audience in, using the power of radio to its best strengths.