Panadol

Cold & Flu: Multi-market campaign + toolkit

Lights, camera, ACHOOO!
30” Europe

Cold & flu has terrible timing, so we created a multi-market campaign about getting back to the moments that matter.

Brief

Take Panadol’s global ‘Release Starts Here’ platform into Cold & Flu, creating a campaign and tool kit that could work across different cultures, markets and product variants, tablets & powder, without losing the idea along the way.

Cold and flu rarely arrives at a convenient moment. So rather than focus on symptoms alone, we focused on what those symptoms get in the way of.

A concert you’ve been waiting months for. A deadline that absolutely refuses to move.

The job was simple: show how Panadol Cold & Flu helps release people from their symptoms, so they can get back to being themselves.

Ideas

Two stories. Two very inconvenient colds.

We developed two stories from two different strategic routes, both built around that horrible moment when you realise a cold is about to ruin your plans.

Lights, camera, ACHOOO!
Revive Your Senses
A fashion photographer is racing towards a deadline when a cold starts messing with the two things she needs most: her vision and hearing. Panadol Cold & Flu helps relieve her symptoms so she can get back behind the camera and get the shot.

Concert Calling
FOMO
A young woman is getting ready to see her favourite artist when the first signs of a cold appear. Bad timing. Panadol Cold & Flu helps get her back to feeling like herself, and back to the concert she wasn't going to miss.

Concert Calling
30” Europe

Ideas that travel

This wasn't a campaign designed to live in one market.

We created a flexible Cold & Flu toolkit that could travel across EMEA, LATAM and China, adapting cast, product, claims, language, duration and media without losing the central idea.

From 30” films to 6” cutdowns, social and digital content, print, shopper and POS, the campaign was built to stretch.

Lights, Camera, ACHOO!
20” Colombia

Ingrit Valencia

For Colombia, we took the creative idea for Lights, camera, ACHOOO! and rebuilt it around Boxing Olympic medallist Ingrit Valencia making her the star of the high-pressure photo shoot.