Celebrating life? That could have lead to rather cheesy lifestyle moments taken form a stock library. In order to not just convey the brand message but also do this in a visual style that is highly unique and ownable, the iconic capsule-shape of most Panadol products was identified as a tool to use. By creating moments that play in, on or around capsule shaped objects. Moments of togetherness, of people living life together - in many different expressions - from grand and exciting to personal and intimate.

The idea for the specific situation featured in the poster was one of hundreds that came up at concept stage. We knew that it had to look stunning and that we needed to be in full control of all elements and layers of the image. This would only be achieved with CGI. At the same time the entire point of the campaign is the brands connection to real life. That meant: CGI had to be invisible. The images had to look hyper-real. Working with an extremely artistic CGI imagery expert we set forth to create just that.

Extremely positive reaction from many local market teams - the first and most important internal audience as they need to adapt and use the campaign globally. First markets have begun to use the campaign on the ground. Consumer reactions in test have been extremely positive. There are no hard facts as this type of brand building campaign will take effect of a longer period of time.