At first glance, the NK Pharmacy campaign looks like a typical editorial found in a fashion magazine. For those who like to read the fine print (or any print for that matter), they will discover that this series of ads revolve around the alleviation of pain. It is hilarious to note that typical model poses can be interpreted as 'period pain,' 'back pain,' and 'cold sore.'
The NK Pharmacy campaign was created by Stockholm-based ad agency Garbergs. Part of the Swedish retailers' Health Initiative, the NK Pharmacy campaign promotes their fast prescription service, sound advice and reliable expertise. Photographed by Joel Rhodin and styled by Nike Fröhling Felldin, the ad campaign was art directed by Johan Wilde and Mattias Dahlqvist.