Pain is deeply personal, a subjective experience. And the same goes for pain relief. Exactly how different that sensation can be for different people recently came to light in Dubai, as acetaminophen brand Panadol invited passersby in the Mall of the Emirates and on The Walk at JBR to express what pain relief feels like for them.
Before entering a mirror-clad booth, participants were asked to describe their personal perception of release from pain in a few sentences and then provided with headphones. Once inside the booth, they were surrounded by screens displaying visuals produced by generative AI, based on their description. Music and other sounds enhanced the immersive experience.
On leaving, participants received a paper print of their customized visual, from dolphins leaping through waves and Mario jumping across a sun-dappled cityscape, to a golden retriever on a sunset beach. As part of 'The Art of Release,' developed by Grey Dubai/MENA, some of those images were also used in out-of-home and social campaigns.
