Euro RSCG launches ‘Smart relief’ campaign for Nurofen

Euro RSCG Sydney has launched a campaign for Reckitt Benckiser brand Nurofen, introducing the idea that the painkiller can be used for everyday pain occasions.

The ad was directed by Fiona McGee, who won a Cannes bronze lion for Selleys 3-in-1 in July.

“Nurofen is already well known for targeting pain. Our challenge here was to articulate Nurofen’s product message with real empathy, using a much more gentle tone of voice,” said Steve Coll, Euro RSCG’s ECD.


  • Euro RSCG Team:
  • Steve Coll: ECD
  • Dave Ladd: Senior Art Director
  • Chris Johnson: Senior Copywriter
  • Phil Johnston: Head of Planning
  • Monique Pavardi: Head of TV
  • Holly Ripper: Group Account Director
  • Clare Anderson: Account Director 
  • Agency Partners:
  • Production Company:Good Oil Films
  • Director: Fiona McGee
  • Producer: Claire Richards
  • Post Production: The Editors/Fuel VFX

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