Check out the first major campaign produced by The Works following its appointment to manage digital duties across the Panadol portfolio of products in May.
The Works has come together with YouTube and Rightster to source a batch of chaotic, unpolished and un-airbrushed UGC content featuring parents and their kids for a new Panadol campaign.
Entitled ‘The Things We Do For Kids’ and unashamedly backed by a soft rock sync (commissioned specially for the campaign in the UK and written by producers Phonotheque), the spot shows parents making complete fools of themselves to keep their kids entertained.
Various edits of the video will run across TV and digital, optimised to see which performs best and runs as pre-rolls, with retargeting used to deliver more focussed messages to parents.
This is the first major campaign produced by The Works following its appointment to manage digital duties across the Panadol portfolio of products in May.
Paul Swann, creative partner at The Works said: “We’ve produced a campaign that any parent will find eminently relatable. You can’t believably recreate the lengths parents go to in looking after their kids so we scoured the web to unearth the everyday unscripted moments that take place in families which gives it real authenticity and humour.”
Credits:
The Works:
Creative Partner: Paul Swann
Creative Strategy Director: Andy Pilkington
Digital Strategy Director: Damien Hughes
Creative Lead: Nathan Bilton and Guy Patrick
Digital Art Director: Leighton Edridge
Creative Design Lead: Chris Dwyer
Head of Digital Production: Dave Flanagan
Creative Project Leader: Leigh Bigelow
Creative Project Manager: Catriona Heapy
Content Production Manager: Tristan Drummond
Social Media Strategist: Vanessa Hartley
GSK:
Digital Acceleration Lea:, Sharon Parker
Senior Brand Manager Children’s Panadol: Charrisa King
Clip Sourcing: Rightster
Music: Peter Mauder, Phonotheuqe
Media Agency: Maxus
