Panadol #GOTHEEXTRAMILE Challenge

COLLABORATION WITH MOSAIC LIVE FOR PANADOL MIDDLE EAST

We helped Panadol bring to life the Toughies campaign; a campaign that identifies and showcases amazing individuals who go the extra mile for others, never bothering about the pain they have to go through themselves. Baraa Luhaid was the Panadol Toughie who is the first female cyclist to promote cycling in Saudi Arabia. She runs a gender inclusive cycling community to empower women in Saudi. The activation used her story and her personal participation to encourage consumers on ground to recognize these amazing and selfless people in their lives and say thank you through a cycling challenge. The activation was conducted at dubai mall in front of the majestic Burj Khalifa.