Art of Release, awarded Smarties Gold for brand experience.
Smarties MENA · 2023
A frustration walks in. A lighter version of you walks out.
تدخلُ بثقلٍ، وتخرجُ أخفّ.
Panadol relieves pain. We asked a quieter question: what would it feel like to relieve the thing underneath the pain?
Mall of the Emirates moves fast. People pass through it carrying small weights, a hard week, a tight chest, a frustration they have not put down. A pharmacy promise lives in that gap. So we did not build a booth. We built a short world a person could step into, hand over one frustration, and walk back out a little lighter.
The activation read the moment and answered it. A guest named what was weighing on them. Light, breath, and sound carried them through a release sequence. At the end, an AI made them a portrait of the lighter version, proof, in their hand, that something had lifted. Not a product demo. A feeling, staged.
Bring Panadol's promise into a mall in a way people would stop for, feel, and share, without a hard sell. Two high-traffic sites. A brand that lives on a shelf, asked to live in a body for ninety seconds.
A shelf product had to become a felt moment, in the middle of a mall, with strangers walking by.
Art of Release, awarded Smarties Gold for brand experience.
Smarties MENA · 2023
We take a small number of projects each year. Brief us with a sentence, a product, a feeling you want a guest to walk out with.
Every world begins with a conversation.
Begin a projectA story. A space. A world.
حكاية. مكان. عالَم.