Panadol has rolled out a campaign that turned eight hours of joint pain relief into a mini eight-hour vacation.
The campaign for Panadol Joint was created by Grey Dubai and offered a handful of joint pain sufferers over the age of 45 the opportunity to go skydiving, rock climbing, kayaking and much more. All were given a pack of Panadol Joint, an itinerary for their eight-hour vacation and a mix of accessories.
#My8HourVacation is set to open up to a wider audience as a social media competition across the UAE, Lebanon and Saudi Arabia.
Panadol is part of the GlaxoSmithKline group of companies.
Credits:
Project: 8-Hour Vacation
Client: Panadol Joint
Agency: Grey Dubai
Executive creative director: Vidya Manmohan
Regional account director: Dzila Dik
Account manager: Minal Siyal
Creative team: Athina Lalljee, Khaled Ibrahim, Omaima Saad
Production agency: Hogarth
Production house: Phoenix Films
Social media agency: Wunderman
Media agency: MediaCom
