PETER KNIERIM - CREATIVE DIRECTOR: PARTNERSHIP FOR A DRUG-FREE AMERICA

The Challenge: The Partnership for a Drug-Free America has always been known for anti-drug messages, but they want to evolve into a key resource for parents. Because the fact is, a lot of the kids who grew up with their ads are now parents and need help talking to their own kids about drugs.

The Idea: It’s all based on a simple insight that no one wants to be as inept at “the drug talk” as their parents were. To help parents realize they’re much better equipped, we created a 70’s basement where it's ok for kids to sit around and share stories about how square their parents are. It's just that those kids happen to be parents themselves.
Go play and share a story at DontSoundLikeYourParents.org.

MORE TO LOOK AT: [ banner 1 | banner 2 | banner 3 ]

THE DETAILS

C R I S P I N P O R T E R + B O G U S K Y Boulder
Associate Creative Director [2010-now]

R A Z O R F I S H New York
Creative Director [2007-2009]

I was brought in to help build a new advertising capability. Over two and a half years, I helped build a group that won clients like Mercedes-Benz, AXE, and All Detergent. I also did work for Capital One, T Rowe Price, Partnership for a Drug-Free America, Sheraton, Westin, and Morgan Stanley.

M O D E M M E D I A Norwalk, CT
VP, Creative Director [2005-2007]
VP, Associate Creative Director [2003-2005]
Senior Copywriter [2000-2003]

I worked on Delta Air Lines, and they're still using some of my ad work years after I've left. During that stint, I also helped to define their low cost carrier, Song, start to finish. Some of my other clients included Heineken, IBM, Kraft Foods, JCPenney, Citibank, and General Motors.

B B D O New York
Consumer Healthcare Division (HMC)
Creative Supervisor [1999-2000]
Copy Supervisor [1997-1999]
Copywriter [1995-1997]

It's here where I cut my teeth on some of the most challenging stuff to write well. I learned the fundamentals from old pros from BBDO, DDB, and Wells Rich Greene who birthed "From A to Zinc," "Merrill Lynch is bullish on America" and Robitussin's "Dr. Mom."
While there, I wrote the world's first pharmaceutical TV spot with the list of horrible side effects (for Depo-Provera). Stuart Elliott wrote about it, the Wall Street journal called it mind-numbing, and I was on my way. I also worked on Alcon Vision Care, Pfizer products including Zyrtec and Bain de Soleil.

E D U C A T I O N
Syracuse University
BS: Newhouse School of Communications
Advertising Major
Ad Design Minor

PARTNERSHIP FOR A DRUG-FREE AMERICA - DON'T SOUND LIKE YOUR PARENTS

INFO

CLIENTS

THE DETAILS

TWEETS