nail-o-gram

nail honored for not being old. or bad.

When the Providence Business Journal announced its 2005 �40 Under Forty� business leaders in the state, Alec Beckett was on the list. And so was Brian Gross. In fact, all by itself, little old nail hogged up two of the forty spots�the only organization with more than one representative on the list

Joining an impressive array of CEOs, bankers, lawyers and others, the Business Journal mus have been impressed with nail�s innovative approach to marketing, its breakthrough creative and its grainy photos of the publisher and an intimate menagerie of farm animals.

The forty honorees were treated to a gala event in downtown Providence where the mayor spoke, trophies were handed out and Alec and Brian added yet more luster to their reputations by attempting to break the world record for eating scallops wrapped in bacon.

Click here to see the wicked classy Lucite trophies

they said it couldn’t be done. we never liked them.

Don�t try to deny it. There were doubters among you. Non-believers who thought this day would never come. Well HA HA HA we laugh in your face! The new nail web site is live! And it only took... well, let�s not get into how long it took.

What matters is that it�s live. And it is available right now for free on the World Wide Webs. Be enlightened by captivating case studies, be inspired by various constitutions, be amused by pirate sounds, go broke buying one-of-a-kind nail paraphernalia. There are all sorts of goodies to be discovered, so get a stack of energy bars, have a catheter installed and prepare to spend a few days exploring the site

Visit the world�s greatest web site.*

_{*Not the world�s greatest** web site.}

_{**Though when you think about it, �greatest� is a subjective term, so who knows, maybe you really will think it is the greatest site ever.***}

_{***At least until you visit WhatsUpYourKilt.com. Even we have to admit that site rocks.}

get in the runner’s head without touching all those icky brains

So Saucony needs to get noticed in the crowded athletic shoe category. And their annual budget is about what Nike spends in, oh... two days.

To get the most out of our precious media space, nail created a campaign that was visually arresting and conceptually intriguing. And then we used it to create some more precious media space. Free.

Each ad features a striking aerial photograph. Words running over the scene reveal the stream of consciousness of an athlete as he or she runs through it. At times funny, at others quirky, and occasionally intense, these stories prove Saucony’s understanding of the running experience and confirm the truth of their tagline, “Loyal to the sport.”

And to extend the experience beyond the page, each ad had a URL on it (saucony.com/naked, saucony.com/dontpuke, saucony.com/myrun) that lead to a customized micro-site. These sites take the viewer through an abstract animated version of the runner’s thoughts and provide lots more information on the featured shoes that paid for all this cool stuff.

Hurricane

Trigon

Endorphin

nail answers an age-old question: do yetis have nipples?

Among hard-core outdoor enthusiasts your brand is solid gold. But what if you need to make inroads with that ever-elusive younger audience who knows little about you? What do you do? To nail it was a no-brainer: invite people to shave a huge, hairy, mythical creature.

The mini-site ShaveMyYeti.com was released into the wild, and has grown into something of a viral sensation for Polartec�. This quirky, amusing web game allows visitors to take an old-fashioned electric razor to the shaggy fur of the Sasquatch. Once his itchy, wooly fur is replaced by garments made of high-tech Polartec� fabric, his live improves dramatically (as the odd song and dance that follows demonstrates).

Polartec�s instincts to keep the site lightly branded has played very well in the snowboard and freeskier world (the stickers have been spotted on boards and in bars all over the world). At least thirteen pages of Google search results and the increase of traffic to their main site prove ShaveMyYeti.com�s viral success.

Shave the yeti