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. CreditsRBGlobal Category Director: Ryan DulleaMarketing Director: Charlotte SchloesingCategory Manager: Sezi UnluturkSenior Brand Manager: Marcella ChristophersenMcCann LondonGlobal Strategy Director: Karen CrumCo-Presidents McCann and CCOs McCann UK: Rob Doubal & Laurence ThomsonManaging Partner: Kate ModelandCreative Directors: Rob Webster + Alexei BerwitzSenior Creatives: Richard Holmes + Simon LotzeBusiness Director: Georgie RechnerPlanning Partner: Jonathan BrownPlanner: Rebecca PriestCreative Team: Adam Taylor Smith + Stephen YeatesSenior Account Manager: Beth KojderSenior Account Manager: Omid FaramarziCraftChief Production Officer: Sergio LopezHead of Integrated Production: Sophie Chapman-AndrewsAgency Exec Producer: Amos UsiskinAgency Producer: Rebecca Wilford, Liam White, Ryan AlagarCreative Makers: Jack Stoten + Connor WynnCreative Researcher: Holly WebsterArtworker: Robbie MaynardBusiness Affairs Lead: Molly StrasserProduction Company: Blink InkDirector: Abbie Stephens & DVeinDOP: Will BexProduction Co Producer: Sam Hope & James YoungsProduction Co Executive Producer: Ben LoleEditor: Max Windows @StitchCG Design: Andres ReisingerCGI & VFX: Digital Gollum Music Supervisor: Chris GravesProduction Co/Publisher: Native Music UKSound Engineer: Tom PughSound Studio: Grand CentralInside Ideas GroupCreative Director: Jo JenkinsStrategy Lead: Claudia BennettAccount Manager: Giorgio Forlini