The Works uses YouTube clips of kids and parents in first campaign for Children’s Panadol

Children’s Panadol is celebrating parenting in a new digital campaign which uses YouTube clips showcasing the lengths parents go to keep their kids happy and entertained in the first campaign from The Works.

‘The things we do for kids’ campaign features YouTube clips of kids of varying ages getting up to mischief and laughing with their parents and is overlaid with the song ‘Tell my why’, which was specially commissioned for the campaign.

The Works creative partner Paul Swann said in a statement: “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.”

It is running as pre-rolls across various channels.

The Works creative strategy director Andy Pilkington said in a statement: “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.”

The agency picked up the digital account for Panadol 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


  • Digital Acceleration Lea:, Sharon Parker
  • Senior Brand Manager Children’s Panadol: Charrisa King

Clip Sourcing: Rightster

Music: Peter Mauder, Phonotheuqe

Media Agency: Maxus


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