Brufen Rapid

Brufen Rapid needed to grow sales and stay top of mind in one of the hardest categories to own: generic pain relief, where the audience is basically everyone.

Rather than narrow the target, we made the breadth itself the idea. The campaign opens as a direct broadcast, "From Brufen, to all those who…", then speaks to each kind of sufferer in turn: the headache sufferer, the migraine sufferer, the back pain sufferer, the period pain sufferer. One message, written to feel like it was addressed to you specifically, no matter which pain you carry.

The script (in Arabic) is lighthearted on the surface but built on genuine insight into what each type of everyday pain actually feels like. Recognition before relief.

I conceived the idea and was heavily involved in scriptwriting. Produced with Yellow Duck.

The campaign ran across social and OOH.

One message, written to feel like it was addressed to you specifically, whichever pain you carry.