Pain is something everyone feels, but we all experience it differently, similarly, the moment of pain relief is also a unique experience for each individual. It is an unquantifiable and indescribable feeling. The objective of the brief was to recreate the moment of pain release that Panadol provides in a way that can be shared with the world to demonstrate how we all experience it differently.

The idea was to harness the power of generative AI technology to simulate the moment of pain release and recreate it with the help of our audience’s description of their pain release moments in an audiovisual interactive booth.

We would ask our audience to type out a description of their pain release moment before stepping into our activation booth. The AI would then transform their descriptions into visuals and audio that would create an immersive experience within the booth.

To drive home the message that Panadol relief starts here, we needed to talk to the people who needed it most. In a market where 92% of people experience some form of burnout, we had to cast a wider net to showcase the diversity of pain release.

Our audience was 18-45-year-olds experiencing some form of struggle, from chronic fatigue to mental burnout. The challenge was that the conventional ways to identify relief didn’t help. They make up the 49% of UAE travelers who struggle to switch off on holiday. They needed help to understand what exactly the right ingredients were to articulate what relief would look like for them.

Our approach was to leverage the personalized power of AI along with its visual capabilities to help identify for everyone what relief looks like for them, moving away from the conventional and closer to the personal.

We built 2 booths which stood at JBR and Dubai Mall for 17 days. Each of these booths was fitted with walls of LED screens within which our audience could step into and be immersed in the world that they described to recreate their moment of pain release without the pain.

Each description was transformed into unique works of art that our audience could also take home with them in the form of a print. The activation was also brought to life online with the help of a digital version of the activation.

The campaign received nationwide attention, with TV spots that had a reach of 1.7 million in the UAE, and drove hype on radio, with our competition on Virgin Radio reaching over 560,000 people in the UAE and culminating in five winners.

Our booth activation drove over 600 participants within the first week. We amplified the activation with an online experience that reached 723,000 people across the region who shared their visualization of relief.

As a result, we achieved over 7 million impressions and generated over 11,000 unique digital artworks that articulated personalized relief for each person.

Our online activation drove engagement rates and competition rates that outperformed industry benchmarks by 31% and 27%, respectively.

The campaign had a positive impact on the brand, with a 5.2% uplift in favorability and 5.6% in ad recall, showcasing how a