Nailner 360 Campaign
The Challenge
The brand was in decline, particularly in the Netherlands, a key market. Previous campaigns hadn’t shifted perception, and efficacy was still a barrier, people didn’t fully believe the product would work.
The question wasn’t just how to communicate efficacy, it was what efficacy actually means to people in this category.
Approach
Rather than leading with science, I started by reframing the problem.
For consumers, “works” doesn’t mean understanding the mode of action. It means seeing a visible improvement, quickly. In a category where treatment can take up to 12 months, that gap between expectation and reality is what puts people off.
Once we had a framework for how the brand should show up consistently across every channel moving forward, we needed a fresh, scalable campaign platform that showcased Decubal's stronger, more distinctive voice and created a shared foundation for future campaigns and content.
Working closely with medical and regulatory teams, I refined the core claim around what mattered most: visible results. This led to a much stronger, clearer proposition (visible results in 7 days) which became the foundation of the campaign.
Campaign Concept
From there, I developed a concept built around a simple but recognisable behaviour: hiding. In summer, when nails are on show, people with nail fungus tend to stay in the background - physically and socially.
The campaign brought this to life through a series of relatable, slightly uncomfortable but familiar moments. Feet in the shadows at a café. At the pool. On holiday. Balanced with a lightness of tone to normalise the condition without trivialising it.
To reinforce efficacy, I came up with the idea to rework one of the brand’s core visual assets into a before-and-after animation, bringing the 7-day claim to life in a simple, immediate way that could work across formats and channels.
The Delivery
I led the concept, scripting and creative direction, working with a production partner to deliver the TVC and campaign assets. I then developed the full 360 rollout from film through to eCommerce, retail, pharmacy and digital and created a global toolkit to enable markets to adopt and adapt the campaign effectively.
