Reese’s

“Don’t mess with perfect.”

These were the words of a Reese’s lover who inspired us to celebrate the unabashed and unapologetic perfection of the proportion of chocolate to peanut butter, the ridges, the fact there’s two of them in each package, and the color orange.

A robust creative platform like this gives a brand a voice and license to transcend media apertures, time (16 years and running) and culture — from cannabis legalization to gay marriage to global warming to the munchies.