30. PGA TOUR, “These Guys are Good.”

In 1989 the public had mixed perceptions about the PGA TOUR. Our job was to humanize the brand and give it a good dose of personality in the process. The campaign we created — “These Guys are Good.” — didn’t just win over fans. It won over award show judges, picking up a Cannes Lion. It also won over countless CEOs, thanks to PGA TOUR commissioner Tim Finchem teeing up praise for GSD&M in boardrooms across the country.

The PGA TOUR, “These Guys are Good.” Poster