| Title | "LIFE REPLACES PAIN" - CAMPAIGN |
| Brand | GLAXOSMITHKLINE CONSUMER HEALTHCARE |
| Product / Service | PANADOL |
| Category | B04. Posters |
| Entrant | GREY GROUP Singapore, SINGAPORE |
| Idea Creation | GREY GROUP Singapore, SINGAPORE |
| Media | MINDSHARE ASIA PACIFIC Singapore, SINGAPORE |
| Production | STUDIO NUTS Rio De Janeiro, BRAZIL |
| Contributing | GSK CONSUMER HEALTHCARE Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Will Meeks | Freelancer | Copywriter |
| Konstantin Popovic | Grey Group Singapore | Global Business Director & Executive VP |
| Madeline Woon | Grey Group Singapore | Senior Account Manager |
| Laura Boros | GlaxoSmithKline Consumer Healthcare Pte Ltd | Global Pain Relief Category Head |
| Max Kunzmann | GlaxoSmithKline Consumer Healthcare Pte Ltd | Global Marketing Director Pain Management Category |
| Preety Kumar | Mindshare APAC | Global Lead, Team GSK AMA |
| Delphin Lim | MediaCom Hong Kong | Business Director |
| Tico Moraes | Studio Nuts | Art Director |
| Alexandre Cardoso/ Victor Carneiro/ Milton Fernandez/ Rodrigo Leite/ Thiago Storino/ Marc Alrm | Studio Nuts | Graphic Design Team - 3D Artists & Post Production |
| Valeria Lima / Janaina Villas-Boas | Studio Nuts | Production Director and Project Director |
| Christopher Koh | Grey Group Singapore | Illustrator |
| Till Hohmann | Grey Group Singapore | Executive Creative Director and VP |
| Antonio Bonifacio | Grey Group Singapore | Creative Director |
| Lauren Reilly | Grey Group Singapore | Agency Producer |
| David Cohen | Grey New York | Executive Creative Director |
Celebrating life? That could have lead to rather cheesy lifestyle moments taken form a stock library. In order to not just convey the brand message but also do this in a visual style that is highly unique and ownable, the iconic capsule-shape of most Panadol products was identified as a tool to use. By creating moments that play in, on or around capsule shaped objects. Moments of togetherness, of people living life together - in many different expressions - from grand and exciting to personal and intimate.
The idea for the specific situation featured in the poster was one of hundreds that came up at concept stage. We knew that it had to look stunning and that we needed to be in full control of all elements and layers of the image. This would only be achieved with CGI. At the same time the entire point of the campaign is the brands connection to real life. That meant: CGI had to be invisible. The images had to look hyperreal. Working with an extremely artistic CGI imagery expert we set forth to create just that.
Extremely positive reaction from many local market teams - the first and most important internal audience as they need to adapt and use the campaign globally. First markets have begun to use the campaign on the ground. Consumer reactions in test have been extremely positive. There are no hard facts as this type of brand building campaign will take effect of a longer period of time.
Simple: Create stunning imagery and single minded communication tools that can be rolled out easily globally in any market as and when needed to fill gaps in the media and marketing calendar. Hence this is a poster campaign with highly reduced wording. A campaign that can instantly be adapted to any of the 120+ markets that Panadol is available in globally.