Nurofen McCann London Tune Out Pain

McCann London And Nurofen Create Music Track To Help People Tolerate Pain

The Tune Out Pain project has brought together the worlds of science and music to create a unique track that can be listened to when people are experiencing pain

By Creative Salon

Music can help people better tolerate acute pain, according to a new experiment supported by Nurofen.

The Tune Out Pain project, devised and developed in collaboration with McCann London, brought together the worlds of science and music to create a unique track which can be listened to when people are experiencing pain. It will be launched during the current Pain Awareness Month.

Nurofen’s first-of-its-kind study partnered Dr Claire Howlin, psychology researcher, University College Dublin with music producer, Anatole, (aka Jonathan Baker) a conservatory-trained trumpeter and multi-instrumentalist to compose the track, All of Us.

Released on Spotify, All of Us, was shown to reduce levels of pain intensity and unpleasantness in a way that was clinically and statistically significant. By applying instrumental and orchestral sounds, such as strings, pianos, bells, and minor vocal samples, the track elicits a sense of wonder and empowerment to inspire mental strength to help dissociate from pain.

To create the track’s art cover, McCann London collaborated with artist Nicholas Rougeux, who has translated sound into a visual language, using data visualization. To create his visualizations, Rougeux alters the traditional representation of scale, typically noted by the different clefs on sheet music. Each individual instrument is represented by a different colour.

To support the track launch, the campaign will launch across Spotify, Facebook and YouTube. The aim of this initiative is to bring this specialist science into the mainstream, and start a conversation around alternative and holistic ways to help manage pain, during this September Pain Awareness Month.

Media was handled through Zenith, Digital is led through RB Studios, with PR delivered through Havas SO.

Sezi Unluturk, category manager at Nurofen said: “At Nurofen, we believe that pain should not hold people back from living their lives to the full. Nurofen are pioneers in pain management and committed to finding new solutions that go ‘beyond the pill’. Tune Out Pain was developed to help further scientific knowledge of new holistic pain management techniques that can complement existing pain-relieving medications. We encourage people to speak with their pharmacist or GP if they have concerns managing their acute pain.”

Sanjiv Mistry and Jamie Mietz, executive creative directors at McCann, added: “Nurofen has always been relentlessly innovative in its product development. We’re really proud to be collaborating with them on creating unconventional services like this – a music track scientifically engineered to help with acute pain – all in a quest to help them find interesting and effective new ways to put people in charge of their pain management.”



Health Regional Director Strategy and Marketing: Charlotte Shloesing

Category Manager: Sezi Unluturk

Senior Brand Manager: Sandra Toivo

Assistant Brand Manager: Natália Albertini

McCann London

Creative Agency: McCann London

Chief Creative Officers: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Executive Creative Directors: Sanjiv Mistry & Jamie Mietz

Creative Directors: Rob Webster & Alexei Berwitz

Lead Senior Creatives: Juan Peirano & Hetu Negri

Creatives: Adam Taylor Smith & Stephen Yeates

Business Director: Georgie Rechner

Account Director: Rita Diria

Account Manager: Anne Devillers

Senior Planner: Rebecca Priest

Planner: Tara Henderson

Senior Project Manager: Suzanne Schurgers


Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Amos Usiskin

Senior Producer: Rebecca Wilford

Producer: Nathan Theys

Researcher: Rebecca King

Editor: Douglas Flockhart


Director: Daniel Hegarty, Marmalade Films

Producer: Daniel Dowling

Grade: Juliette Wileman (Absolute Post)

Sound Mix: Grand Central Recording Studios

University College Dublin

Dr. Claire Howlin

Dr. Brendan Rooney

Alison Stapleton


“All Of Us”

Written By Jonathan Baker

Performed By Anatole

Published by Decca Music Group Ltd, administered by Universal Music Publishing Ltd

Courtesy of Mercury KX, Under licence from Universal Music Operations Ltd

In partnership with Globe, Universal Music UK

Media handled through Zenith

Digital handled through RB Studios

PR handled through Havas SO


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