In the wake of the 2008 recession, I freelanced for a few years "in between" staff jobs. I worked for Raleigh-area agencies, had some of my own clients, and also set up a school called simply The Portfolio Shop. My classes attracted undergrads at the college down the street, UNC Chapel Hill; the kinds of students who were interested in practical education. I had a lot of fun, got great reviews. And the old saying was true; I learned just as much as I taught. OOH posters for the school:

CLIENT: Novartis Pharmaceuticals
GOAL: Increase number of patient tests for Iron Overload, a potentially life-threatening condition that is a by-product of chronic blood transfusions. 
CHALLENGES: Many recipients of these transfusions are sickle cell disease (SCD) patients, very often young children or teens. These patients and their caregivers are naturally focused on their primary disease, making sure they get a transfusion when a pain crisis occurs from the SCD. Hence they have little awareness of Iron Overload, a secondary but potentially fatal condition.
WHY FATAL?  Iron is deposited permanently in the body with each transfusion. After 10 transfusions, this excess iron can damage internal organs and become fatal. EXJADE is the Novartis drug which, taken orally with juice, binds with the excess iron and flushes it out in urine. A positive test typically leads to prescription of EXJADE.

 SOLUTION:

This bold, text-based typographical solution grabbed the attention and interest of caregivers visiting transfusion clinics. Its simple and elegant melding of the number 10 within the word "transfusion" led to a 10% increase in sign-ups for Be Transfusion Smart, the patient support program, and a similar increase in the number of blood tests given for Iron Overload.

Challenge: Southern California is car capital of the U.S., an important market for Jiffy Lube. But while oil changes are important, it's never top-of-mind, and many people doubt Jiffy Lube's expertise.
Strategy: Reach people where they live: in their cars, surrounded by outdoor billboards and radio spots that entertained as well as informed.
Result: Our campaigns consistently led to increased car counts whenever our radio was on the air, and in years where the brand had flat sales around the U.S., the LA Jiffy Lube market rose an average of 10% higher.
The "Street Smart" campaign touted the expertise of Jiffy Lube. 

Radio celebrated the everyday heroes of L.A.... the drivers who survive the traffic, relying on Jiffy Lube to help them stay on the road.

This campaign of outdoor and radio served as a gentle reminder of the importance of changing the oil.