This was my last ditch effort when coming up with a sustaining campaign for the Mirage G4 and it turned out pretty cool. The car was positioned to cater to the 26 - 35 market, those who are just starting out with families. As a freshly-minted father I had to let go of a lot of things like hanging out til God knows when, tomcatting, etc. 

But then I thought of the change in my priorities and how it reflects to other people in my position. So as you get older, a lot of things change but not as drastic as you think it would be. And thus the "values" campaign was born.