Panadol: Release Starts Here

Panadol, a global pain relief expert, launches a new Brand Idea that brings to life the emotional transformation of people as they start to recover from acute pain, through a purpose-driven and inclusive platform. The launch campaign breaks across Great Britain and Ireland redefining the pain category through its commitment to holistic pain management for all. 'Release Starts Here' explores the insight that while pain is universal and unites us as humans, it can also take our humanity away. Pain diminishes our abilities, prevents us from connecting with the world we care about, blocks us from our true selves and affects the way we interact with others. After two years of pandemic restrictions, now more than ever, people want to get back to their normal lives and to the people they love. Rooted in deep consumer understanding, the campaign idea celebrates that never-talked-about moment of realisation when you start to feel the release from pain. When you begin to feel less physically trapped and can start to emotionally reconnect with people around you. Using an emotional insight to land their key message to the world: that between pain and relief... you can find Panadol. Creative development was inspired by the brand purpose of freedom from pain, so the human spirit can shine, and the execution goes where consumers are in digital, TV, instore, and talking to experts (pharmacists, HCPs). Through digital, film or still, each execution in the 360-campaign captures rich portraits of people at that relatable moment of release.