All consumer facing communication needs to get GSK internal legal, medical and messaging approval based on Code of Science and international as well as national laws. In addition this campaign had to get approval by Hong Kong media owners.

This campaign is all about reflecting the fact that people around the world actually want to live life connected with on another - doing things together. Its moments together that matter - any- and everywhere. As a brand, Panadol is all about allowing people to focus on life instead of dropping out because of pain. This is both an ultimately local and universal idea. The brand tagline, when pain is gone, life takes its place, sums it up perfectly. The visual ideas - executed entirely in CGI - of this campaign use the iconic capsule shape of Panadol - while a category code, no other brand has so far used it creatively. Different localities and moments are shown to create a sense of: this is universal.

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