Angry Butterfly has launched its first campaign for Gibson’s Finest Canadian Whisky after winning a strategic and creative pitch for the business.
“We believe this partnership will play a critical role in repositioning Gibson’s Finest among Canada’s—and the world’s—best whiskies,” said Emma Herlihy, senior marketing director, William Grant & Sons, which owns the brand. “Their team comes with impressive credentials, delivered disruptive ideas, and showcased an understanding of the category and consumer that got us excited.”
“We believe this partnership will play a critical role in repositioning Gibson’s Finest among Canada’s—and the world’s—best whiskies,” said Emma Herlihy, senior marketing director, William Grant & Sons, which owns the brand. “Their team comes with impressive credentials, delivered disruptive ideas, and showcased an understanding of the category and consumer that got us excited.”
The new campaign, “One for the Ages,” is based on the idea that Gibson’s greatness takes time (12 years) to fully develop, just as people develop character with time and experience.
The 30-second anchor spot uses close-up shots of hands at work on various projects to show the different ages people may go through—like the age of “no manual for this,” and “rekindled passions.” A narrator connects those human moments in time with the aging of Gibson's. “Because it takes a long time to become who you were truly meant to be,” he says.
“We wanted to show how character develops over time,” said Bernice Lo, VP, creative director at Angry Butterfly. “Hands were a great way to allow the viewer to see themselves in the journey, and at the same time, differentiate from all the other spirits advertising.”
“We are incredibly proud of our brand history, and equally excited for our future,” said Erin Grosberg, senior brand manager, William Grant & Sons. “Our campaign idea, One For The Ages, connects the two beautifully, and also has a strong duality of functional and emotional messages to resonate with our target consumer.”
The campaign is launching with digital and social video, regional radio and some below the line. Nimble Content handled production, while media is by Jungle Media.
