Children’s Panadol launches ‘The things we do for kids’ creative platform via The Works
Keeping children healthy and happy is a full time job and now Children’s Panadol is celebrating the at times chaotic, unpolished and unairbrushed delight that is real-parenting in a new digital creative platform developed by The Works.
The independent Sydney agency worked closely with YouTube and Rightster to find real-life clips of kids being kids and parents going to great lengths to keep them entertained for the campaign called ‘The things we do for kids’.
The Works’ strategy team undertook a comprehensive review of all Children’s Panadol data and identified a number of important insights that fuelled the creative direction of the digital platform, which since launch last week has achieved more than two million views across Facebook and YouTube.
The video, of differing lengths, will be optimised to see which performs best and run as pre-rolls across various channels, with retargeting used to deliver more focussed messages to parents.
A specially commissioned song called ‘Tell me why’ was also written by UK-based music producers Phonotheque to accompany the video.
Says Paul Swann, creative partner at The Works: “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.”
Says Andy Pilkington, creative strategy director at The Works: “This is a great example of data informing strategy which then drives a creative outcome. Children’s Panadol came to us with a business objective and from looking at the available data we developed ‘The things we do for kids’ platform.”
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.
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
12 Comments
i dig. and i’m not even a parent.
Really nice work guys. It certainly made me smile!
Wrong song.So many better ones they could have chosen.
I am in disbelief at this PR…. They cut youtube clips into a longer youtube clip with a logo… With zero imagination, creativity or skill. Yet a million credits.
What a wank.
Why PR this rubbish? How did so many people get involved in something that kids do better in their bedrooms on a daily basis.. Sad for The Works.
So this is advertising now? I’ve wasted my life.
I don’t dig. and I’m a parent.
I wonder if ‘very nice’ is one of the 27 creatives on the creative – I mean people who spent a few hours looking for Youtube clips.
newsflash – this is what advertising looks like
Easier then dealing with permits
Eleven people to cut together some youtube clips? And then to call this a digital campaign? Sheesh.
I will admit, I have considered this route in the past. So glad I was smart enough to dodge that bullet. How’s that hole in your chest feeling there The Works?
I have tried to license these clips in the past.. it is very difficult. Try getting hold of a mother of 3 in Nebraska for a video she uploaded 3 years ago. As a mother myself I find this quite entertaining. Great use of clips!