| Title | "DOESN'T INTERACT" - ANGRY FANS |
| Brand | GLAXOSMITHKLINE CONSUMER HEALTHCARE |
| Product / Service | PANADOL JOINT |
| Category | A01. OTC Oral Medicines |
| 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 |
|---|---|---|
| Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
| 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 |
This campaign dramatizes the claim symbolically with popular-culture analogies. In this case: a scene from the world's biggest sport football. The referee team is protected in a pill-shaped area formed by security. Why? They clearly do not want to interact with the rather unhappy fans from one side after the game... The image was created entirely in CG, made to look hyper-real.