Panadol has rolled out a campaign that turned eight hours of joint pain relief into a mini eight-hour vacation. 

The campaign for Panadol Joint was created by Grey Dubai and offered a handful of joint pain sufferers over the age of 45 the opportunity to go skydiving, rock climbing, kayaking and much more. All were given a pack of Panadol Joint, an itinerary for their eight-hour vacation and a mix of accessories.

#My8HourVacation is set to open up to a wider audience as a social media competition across the UAE, Lebanon and Saudi Arabia.   

Panadol is part of the GlaxoSmithKline group of companies.

Credits:

Project: 8-Hour Vacation

Client: Panadol Joint

Agency: Grey Dubai

Executive creative director: Vidya Manmohan

Regional account director: Dzila Dik

Account manager: Minal Siyal

Creative team: Athina Lalljee, Khaled Ibrahim, Omaima Saad

Production agency: Hogarth

Production house: Phoenix Films

Social media agency: Wunderman

Media agency: MediaCom