Zavance

Nurofen has a wide range of products designed to treat different kinds of pain, from general aches to more specific conditions. Each one is created with a clear purpose, helping people find relief in the areas they need it most.

One of the most common types of pain is tension headaches. This is the kind of discomfort that builds when the muscles around your head, scalp, and neck tighten something that affects about 80% of people at some point. It’s persistent, distracting, and often hard to shake off.

Nurofen Zavance is specifically formulated to target this type of pain, easing the muscle tension around the scalp and neck where tension headaches usually begin. The challenge was to communicate this benefit in a way that was immediately understandable, visually striking, and memorable.

The illustrations bring this idea to life in a bold, metaphorical way. A figure is shown being wrapped by a slick, flowing octopus, its tentacles curling tightly around the head and neck. The grip of the tentacles instantly conveys the sensation of tension, making an invisible pain feel visible. The fluid movement of the octopus, combined with its exaggerated yet elegant form, gives the illustrations energy and drama, while still remaining playful and engaging.

In a single glance, the imagery communicates both the problem and the solution. The octopus represents the pressure and tightness of a tension headache, while the concept of Zavance suggests relief and release. It’s a creative, simple, and instantly recognisable way to show how the product works turning a common pain into something audiences can see, feel, and understand.

Sweet tidbit. The illustrations came from a graffiti artist in W.A.