Jim Beam print ads. "The 'Guys Never Change' campaign centered on an insight that in the midst of overwhelming and capricious change, 25-year-old guys like connecting with other like-minded guys, and brands, that stick to fundamental unwavering truths: Guys being Guys drinking bourbon made by Guys the same way for over 200 years. Not to over-index on research, but this work really connected with the intended audience in a powerful way."
