Dan Weber

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In 2016, I transitioned from general to DTC and was fortunate enough to cut my teeth freelancing at two terrific healthcare agencies. This was the year I learned about patient journeys, ISI, PRC and CAC, and fair balance. My work contributed to new business and building existing business. It changed how I write, how I think, and most of all, how I listen.

In an effort to broaden the "Pro-Health" brand appeal beyond oral care extremists, last year we introduced a campaign that featured real, relatable stories of transformation. Nine spots are in rotation in the US with more about to launch globally. The campaign has spurred record sales for Pro-Health. 

The challenge: bring to life Honda's new LaneWatch technology in print and at the 2013 auto show at the Javitz Center.

Honda LaneWatch. Un-blind the blind spot.

Honda LaneWatch. You have to see what it can see to believe it.

Honda LaneWatch gives you an extra pair of eyes.

OOH:

On the podium are real actors posing as vulnerable pedestrians.

At a Saatchi global creative summit in Amsterdam, I was challenged to introduce the world to PampersVillage.com - a web portal for new parents. I came up with the idea to create fictitious "towns" where every resident corresponded to a specific parent life stage, e.g. moms with newborns, moms with potty trainers, stay-at-home dads etc. This produced spot imagined a place were every resident was eight months pregnant.

If anything can unblock Washington DC, it's MiraLAX. This multi-channel campaign leverages a newsworthy PR event - bottles of MiraLAX being hand delivered to Congressmen and Senators - with digital assets, newspaper print and radio coverage. When was the last time an OTC brand took on the status quo quite like this?

In these spots helmed by Tony Kaye, classic beauty advertising meets the rawness of reality TV. By dramatizing the terror and insecurity of a bride-to-be, 3D White is better positioned to save the big day.

Similarly, in "Coffee Date", we depict the real truth about coffee - that it is both addictive and seductive. 3D White solves a staining problem while also enabling an obsession.

For OOH, we targeted places where beauty and health intersect like gym locker rooms and fitness clubs.

Crest Pre-Roll Videos. Awaiting licensing agreement.

Working with Ryan Seacrest officially made me the most popular dad in my kids' school. 

I was a member of a small team at Saatchi that pitched and won the BASF account. Our first media buy: five full page ads on consecutive days in the Wall Street Journal and New York Times. The challenge: tell five complex stories where BASF is the hero. The result: new business inquires soared ten-fold within a week of the press run.

A great client. A great cause.

The "Strollometer" is the world's first odometer/speedometer designed to fit on any baby stroller. It enables new moms to "stroll back into shape" after pregnancy simply by strolling with their baby. This unique consumer product won the prestigious JPMA Innovation Award, Target Parent Innovation Award, and was sold at many of the largest and most distinguished retailers in the US, including Target, BuyBuyBaby and giggle. In 2010 the "Strollometer" was built into the Maclaren Grand Tour LX. Find out more at www.strollometer.com

The One Touch print campaign was published in Lurzer's Archives.

During my 16 years of teaching "Senior Project in Advertising" in the Communications Design department at Pratt Institute, I've had the pleasure of seeing my students build terrific portfolios, get jobs at the best shops in the country, win at Cannes and become group CDs at large NY agencies. Some still call me Professor. Nice.