Art of Release

Agency: GREY Dubai


Panadol's latest campaign tries something different from the norm of pharmaceutical campaigns.

Stepping away from a more rational appeal, the brand took a creative, emotional, and techy approach to the concept of pain relief.

Part of the campaign was a series of activations across cinemas and commercial areas in Dubai, UAE.

The agency set up futuristic Panadol booths in the Mall of the Emirates and JBR the Beach.

Visitors to these booths could then input what they thought their moment of pain relief felt like before entering the booths, which brought their descriptions to life using AI and digital screens.

Focusing on the idea behind the concept, the team from Grey said, "It all began with the question of how we could visualise pain relief in a cool, fresh, and abstract manner. We couldn't pinpoint a specific visual because the experience of pain relief varies from person to person. So, we decided to personalise the visuals based on each individual's description of their pain relief journey using AI technology."

They added, "Our overarching objective was to provide a brief escape from the hustle and bustle, creating a serene, zen-like experience that reminded them what pain relief feels like."

Apart from the experience, visitors to the activation also received customised visuals, a printed picture of their creation, and a tote bag.

Besides attracting over 1,200 visitors, the activation also picked up extensive coverage through radio and morning television shows. Engaging competitions and insightful interviews piqued the audience's curiosity, amplifying the event's impact. The campaign was further amplified through outdoor, social media and digital campaigns by collaborating with well-known influencers and partnerships with popular magazines, further solidifying the campaign reaching a significantly high number of people across the UAE, Kuwait, Jordan, and Qatar.

Panadol's 'Art of Release' activation was a transformative experience and is a strong example of the exciting possibilities of AI in shaping the future of pain relief.

This professional campaign titled 'Art of Release' was published in United Arab Emirates in December, 2023. It was created for the brand: Panadol, by ad agency: GREY Dubai. This Experiential and Integrated media campaign is related to the Pharmaceutical industry and contains 5 media assets. It was submitted 4 months ago.


Agency: Grey Dubai
Executive Creative Director: Pablo Maldonado
Creative Director: Khaled Ibrahim
Senior Art Director: Madhruth Zaman, Rolando Ruiz
Senior Copywriter: Ritabrata Saha, Anant Kurup
Associate Creative Director: Habiba Gabriel
Sr. Account Manager: Richa Rai                                              
Business Director: Zeina Korek
Strategy Director: Elias Karam
Production Company: Maze of Tales
Project Manager - Head of AI - Music Composer & Sound Designer: Karim Mhneisser

Production Designer & Architect: Carla Kamel

Technologist: Karim Al Alaili

Operations Manager: Pascaline Perdikas

AI Operator: Edgar Quaggio Salmen

AI Operator: Fahad Ali Khan

Event Coordinator: Yara Kamel

Media Agency: Publicis

Senior Media Planner (Digitas, Publicis): Amir Tannous

Associate Media Director (Digitas, Publicis): Alina Sukhar

Tech Agency: Wunderman Thompson Dubai

Associate Account Director: Lara Medanat

Senior Account Executive: Amal Salha

Crown Royal


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