GSK -
Global Ad Campaign
Campaign: "Every Minute Matters"
Markets: Australia, New Zealand, Northern Europe, Malaysia
Agency: Grey Group
The Brief: Panadol - one of the world’s most trusted pain relief brands - needed to launch a new fast-acting variant across global markets. But the brand’s clinical tone was falling flat with modern, time-strapped audiences.
The Insight: In today’s world, every minute matters. We focused on people who don’t have time to stop for pain—chefs, entrepreneurs, parents, athletes. These are the “busy heads” the campaign was built around.
The Result: The “Every Minute Matters” campaign repositioned Panadol from clinical to lifestyle, bringing emotional relevance to a legacy pharma brand. It became a strategic blueprint for further lifestyle positioning across GSK markets.
Concept | Creative direction | Art Direction | Cultural Strategy | TV & Content Production |
Food Truck - Global TVC - GSK - Australia/New Zealand/Europe
Cultural Strategy:
Malaysian market received its own culturally relevant execution featuring local bustling food scene.
Mamak Stall - TVC - GSK - Malaysia
We've also created a GIF campaign to drive the message on socials.
Celebrating all the "busy heads" out there.
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360 Campaign Assets
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