McCann London and Nurofen launching See My Pain fake products to close the Gender Pain Gap. The campaign shines a light on the everyday dismissal women receive when complaining of pain. Design and art direction by me and another designer at McCann London (Matt Manlove) along with an amazing group of people that worked across this over time. Video and initial concept by James, Will + Ruth. And all the account people that helped along the way.
This campaign has been nominated at the Cannes Lions show. And has won at, the Campaign awards and the inaugural Guardian Advertising awards, where it won the Grand Prix award which was praised by judges for its real-world impact in tackling awareness of the gender pain gap and the brand’s “commitment to addressing complex health challenges”. The campaign also won in the “everyday brands” category. And has just won a Gold at the creative circle awards.