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Nurofen: Leave the Pain to Us by McCann London

Client: Nurofen
Date: Oct 2020
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Nurofen has launched a new global brand platform, ‘Leave the Pain to Us’, that will encompass all of its product ranges, including headache treatment, body pain management and kids fever as well as pain relief for everyday and acute pains.

The platform aims to re-energise the pioneering brand with optimism, emotion and energy, as well as a clear purpose and a bold new brand world.

Created with McCann London the platform is a confident step for the pain category, understanding that although pain is an inevitable part of life, it should not hold you back. It sees a major shift for Nurofen from being predominantly product focused to empowering consumers to live life while managing pain. The communication campaign celebrates this point of view with integrated content aiming to give people the tools and encouragement to help avoid getting in pain in the first place and managing their pain when this is possible.

Founded on the insight that people don’t want to be held back by pain and that they just want to get on with life, Nurofen’s expertise in pain management and its range of products allow users to “leave the pain to us (Nurofen)”.

The first product campaigns to launch under the new platform are for Nurofen Express Liquid Capsules and Nurofen for Children Suspensions. Nurofen Liquid Express capsules are specifically developed to provide fast and effective headache relief, allowing consumers to get on with the important things in life. The integrated campaign will feature TV, targeted social, digital and HCP communication. This will be accompanied by a campaign for Nurofen for Children Suspensions that highlights up to eight hours of fever relief so kids can get on with enjoying the fun and games.

This launch will also be supported by a high-impact brand OOH campaign and brand film that show consumers in a variety of scenarios ‘leaving their pain’ to Nurofen.



Global Category Director: Ryan Dullea

Marketing Director: Charlotte Schloesing

Category Manager: Sezi Unluturk

Senior Brand Manager: Marcella Christophersen

McCann London

Global Strategy Director: Karen Crum

Co-Presidents McCann and CCOs McCann UK: Rob Doubal & Laurence Thomson

Managing Partner: Kate Modeland

Creative Directors: Rob Webster + Alexei Berwitz

Senior Creatives: Richard Holmes + Simon Lotze

Business Director: Georgie Rechner

Planning Partner: Jonathan Brown

Planner: Rebecca Priest

Creative Team: Adam Taylor Smith + Stephen Yeates

Senior Account Manager: Beth Kojder

Senior Account Manager: Omid Faramarzi


Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Agency Exec Producer: Amos Usiskin

Agency Producer: Rebecca Wilford, Liam White, Ryan Alagar

Creative Makers: Jack Stoten + Connor Wynn

Creative Researcher: Holly Webster

Artworker: Robbie Maynard

Business Affairs Lead: Molly Strasser

Production Company: Blink Ink

Director: Abbie Stephens & DVein

DOP: Will Bex

Production Co Producer: Sam Hope & James Youngs

Production Co Executive Producer: Ben Lole

Editor: Max Windows @Stitch

CG Design: Andres Reisinger

CGI & VFX: Digital Gollum

Music Supervisor: Chris Graves

Production Co/Publisher: Native Music UK

Sound Engineer: Tom Pugh

Sound Studio: Grand Central

Inside Ideas Group

Creative Director: Jo Jenkins

Strategy Lead: Claudia Bennett

Account Manager: Giorgio Forlini