2016 Winners & Shortlists

Brief Explanation

Our client Panadol is an expert in pain management. However, the brand wanted to adopt a more human-centric communications approach, and wanted to prove itself beyond its regular scope - by taking on a pain-relief challenge like never before.

The Brief

The challenge was to approach the idea of 'pain' differently. To avoid talking about pain as a physical condition that could be reduced or relieved by a pill or by medicine. We needed to relieve a different kind of pain - the emotional kind.

How the final design was conceived

So we went to a local hospital and found an unconventional pain victim - a 9-year old boy with a fractured hand. But the pain we wanted to relieve was not of the physical injury, but the mental agony of having to sit out and recover while his friends enjoyed. We wanted to create a cast that would provide the necessary protection for a fractured arm, and double up as a toy-like armour that our boy could play with. We started by working with creatives to have a cast design ready - one that would appeal to a child's imagination. We then consulted with doctors to ensure that the cast was medically fit. Once aligned, we 3D-printed our prototype cast, ensuring it was made with the right material and was light and flexible for a child to use.

Indication of how successful the outcome was in the market

Our prototype received positive reviews by medical professionals, parents and most importantly, kids themselves. The plan now is to produce and distribute many more casts, relieving the recovery pains of many more children.