Lives bigger than pain

Nurofen needed to break category conventions as well as its own. People who use Nurofen are not whingers. They have a positive attitude to life and pain.

The Lives Bigger than Pain campaign celebrated this attitude by featuring real people who never take a day off. We produced a set of long form documentary films following those who get on with life no matter what.

This £2 million platform, was one of my earliest global campaigns and it also reached most of the UK through television and cinema advertising, commuter out of home, press and social media. It was one of the largest integrated campaigns executed by Nurofen to date.