Campaign SpotlightPress Release

Grey Dubai uses AI to convert pain relief expressions into state of art visuals for Panadol

DUBAI, UAE — Panadol‘s latest campaign takes a different approach from the norm of pharmaceutical campaigns.

Stepping away from a more rational appeal, the brand anchored on the creative, emotional, and techy approach to the concept of pain relief.

Part of the campaign was a series of activations across cinemas and commercial areas in Dubai. The agency set up futuristic Panadol booths in the Mall of the Emirates and JBR the Beach.


Visitors to these booths could then input what they thought their moment of pain relief felt like before entering the booths, which brought their descriptions to life using AI and digital screens.

Focusing on the idea behind the concept, the team from Grey said, “It all began with the question of how we could visualize pain relief in a cool, fresh, and abstract manner. We couldn’t pinpoint a specific visual because the experience of pain relief varies from person to person. So, we decided to personalize the visuals based on each individual’s description of their pain relief journey using AI technology.”

They added, “Our overarching objective was to provide a brief escape from the hustle and bustle, creating a serene, zen-like experience that reminded them what pain relief feels like.”

Apart from the experience, visitors to the activation also received customized visuals, a printed picture of their creation, and a tote bag.

Besides attracting over 1,200 visitors, the activation also picked up extensive coverage through radio and morning television shows. Engaging competitions and insightful interviews piqued the audience’s curiosity, amplifying the event’s impact. The campaign was further amplified through outdoor, social media, and digital campaigns by collaborating with well-known influencers and partnerships with popular magazines, further solidifying the campaign reaching a significantly high number of people across the UAE, Kuwait, Jordan, and Qatar.

Kannan Sivasankaran, General Manager at Haleon, said, “We believe in the power of technology to enhance the human experience, and this idea is a testament to that belief, and we plan to continue using the power of AI to enhance our communication with the consumers.” Panadol’s ‘Art of Release’ activation was a transformative experience and is a strong example of the exciting possibilities of AI in shaping the future of pain relief.


Agency: Grey Dubai
Executive Creative Director: Pablo Maldonado
Creative Director: Khaled Ibrahim
Senior Art Director: Madhruth Zaman, Rolando Ruiz
Senior Copywriter: Ritabrata Saha, Anant Kurup
Associate Creative Director: Habiba Gabriel
Sr. Account Manager: Richa Rai
Business Director: Zeina Korek
Strategy Director: Elias Karam
Production Company: Maze of Tales
Project Manager – Head of AI – Music Composer & Sound Designer: Karim Mhneisser
Production Designer & Architect: Carla Kamel
Technologist: Karim Al Alaili
Operations Manager: Pascaline Perdikas
AI Operator: Edgar Quaggio Salmen
AI Operator: Fahad Ali Khan
Event Coordinator: Yara Kamel
Media Agency: Publicis
Senior Media Planner (Digitas, Publicis): Amir Tannous
Associate Media Director (Digitas, Publicis): Alina Sukhar
Tech Agency: Wunderman Thompson Dubai
Associate Account Director: Lara Medanat
Senior Account Executive: Amal Salha

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