Panadol

Release Starts Here

Pain holds you still. Panadol helps release you back into life.

Brief

Pain doesn’t just hurt. It interrupts your day, narrows your world and gets in the way of feeling like yourself. Panadol needed a global brand platform that could make pain relief feel more emotional, distinctive and human, while still flexing across products, formats and markets.
 

Idea

‘Release Starts Here’ captures the exact moment pain gives way to relief.

We created a visual world that metaphorically expresses the shift from tension to release brought to life in TVCs with the ‘heightened relaity moment’ where people are ‘released’ from their pain to metaphors or pain to relase in the social executions . A simple, ownable platform that could stretch from masterbrand storytelling into social, TVC, YouTube, sub-brand comms, mode of action, shopper and DCO.

From awareness through to consideration and purchase, the idea gave Panadol a consistent way to show what relief feels like, then work harder with product messages when people were ready to act.