The ‘Art of Release’ is the latest campaign created by Grey Dubai for HALEON

Dubai, UAE, 7th December 2023 -Panadol’s latest campaign tries something different from the norm of pharmaceutical campaigns.

Stepping away from a more rational appeal, the brand took a 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, UAE.

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 personalise 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 customised 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, 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