|Product / Service||PANADOL COLD & FLU|
|Category||B01. Brand-led Education & Awareness|
|Entrant||GSK CONSUMER HEALTHCARE Nyon, SWITZERLAND|
|Idea Creation||GREY Singapore, SINGAPORE|
|Production||CULPRIT CREATIVE Los Angeles, USA|
|Production 2||FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE|
|Tim Cheng||Grey Group Singapore||Chief Creative Officer|
|Marthinus Strydom||Grey Group Singapore||Executive Creative Director|
|Maurice Wee||Grey Group Singapore||Creative Director|
|Sara Badr||Grey Group Singapore||Associate Creative Director|
|Haniah Omar||Grey Group Singapore||Associate Creative Director|
|Rasyiqah Rahman||Grey Group Singapore||Copywriter|
|Julette Alon||Grey Group Singapore||Account Director|
|Lillian Chen||Grey Group Singapore||Account Manager|
With a campaign that talks about 'flu-ing' responsibly, we were not allowed by the GSK and local legal bodies to claim that Panadol Cold & Flu is the answer—hence, in the final work, the call to action to take Panadol doesn't take precedence.
The target audience is aged 20-45: young everyday adults, working and living their lives up to the older working and social individuals.
Here you will find different situations, relevant locations, featuring different types of people feeling unwell at first. They then take out the pack of Panadol Cold & Flu and start doing the steps to Flu Responsibly against the music in the background.
We created original music based on the universal inclination to a pop genre such as this. We explored many genres - and arrived at one that is globally considered appealing. With the kind of genre such as this, we found that a female singer was most fitting. We also wrote the lyrics and melody to be easily adapted to different languages and markets.