Gibson’s Finest Canadian Whisky is looking to carve out space in one of the largest spirit segments in Canada with a campaign celebrating the various stages and experiences in life, as defined by the brand.

The “One for the Ages” campaign, by new agency partner Angry Butterfly, celebrates the “age of owning it” as two middle-aged men are shown playing guitar together, and “the age of appreciation” as another two men are shown fishing together.

The film hones in on the fact that it takes ages to build character, with scenes that depict “the age of no manual for this” as a young man approaches a crib, and “the age of rekindled passion” as a man of similar age plays guitar with his band.

“Spirits advertising often looks the same, so having a brief that stood out did a lot of the work for us,” says Bernice Lo, Angry Butterfly VP and creative director. “It sparked an idea that we believe will really set Gibson’s Finest up for success, for years to come.”

Gibson’s Finest, which was founded in Canada, is part of independent family-owned distiller William Grant & Sons, which includes Glenfiddich and The Balvenie single malt whiskies and Hendrick’s Gin in its portfolio.

“We are incredibly proud of our brand history, and equally excited for our future,” says Erin Grosberg, senior brand manager for William Grant & Sons. “Our campaign idea, “One for the Ages,” connects the two beautifully, and also has strong duality of functional and emotional message to resonate with our target consumers.”

“We believe this partnership will play a critical role in repositioning Gibson’s Finest among Canada’s – and the world’s – best whiskies,” says Emma Herlihy, senior marketing director with William Grant & Sons.

The campaign begins with a market test across digital and social channels and a regional radio buy, as well as below the line elements. Jungle Media is handling media.