Nurofen‘s range of products in Australia was promoted in print and outdoor settings in 2005 with photographs showing pain being eased by the analgesic in the shape of an eraser. A woman’s sinusitis is relieved with Nurofen Cold and Flu. A man’s back pain is calmed with Nurofen Plus. An athlete’s lower leg muscle pain is wiped out with Nurofen Gel.
The Nurofen Wipe Out Pain campaign was developed at McCann Erickson Sydney by art director Robbie Kantor and copywriter Mike Miller. Photographers were Montalbetti & Campbell. Retouching was done at Electric Art, with production by Damian Hancock. Each of the eraser packs was created in 3D and retouched onto the main photographs.