We have launched a global campaign for GlaxoSmithKline's fast acting pain relief product. The campaign was designed to inject the brand with vitality and shift away from its historically clinical nature. Spearheaded by a dialogue-driven TVC - unusual for Panadol global comms - we utilised this property to amplify the campaign online. We also created a localized version for the Malaysian market, set in the bustling late night food scene so prevalent in Malaysian culture.