2016 Winners & Shortlists

Brief Explanation

Our client Panadol is an expert in pain, but wanted to prove itself beyond its regular scope - by taking on a pain-relief challenge like never before. 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 got started by working with creatives, medical professionals and tech specialists to create a 3D-printed prototype cast. The cast was designed to provide the necessary protection for a fractured arm, but would also double up as a toy-like armour that brought back play time - even during recovery time.

Results and Effectiveness

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.

Creative Execution

The film was made to sit on Youtube and Facebook across the brand's social pages. But before release, the film went through an extensive testing phase, to measure significant drop rates - a corrective measure before being released, promoted and shared.

Insights, Strategy and the Idea

Known for providing quick and effective pain relief, the brand has been a popular name among both Arabs and expats in the Middle East. With careful consideration into their lifestyles and excessive online/mobile habits, we decided to create and seed an internet video. The content would tell our story, which would then be shared as an emotional piece of inspiration floating across social media.