Canadian whisky brand JP Wiser’s has just launched its newest creative campaign, Wisely Done. As a whisky brand that’s been around since 1857, Wiser’s knows that with age comes wisdom. And that’s why its latest tagline, 'Wisely Done', is aiming to celebrate those who are wise enough to care about what really matters.

In a whisky category defined by pretense and snobbery, the tagline is a message of congratulations to those who ignore it. Those people who like what they like because they actually like it, who are confident enough to only worry about impressing themselves, and who don’t care much for bragging or showing off.

To create the latest work, JP Wiser’s partnered with Ogilvy Canada to develop assets across TV, online, and out of home. School editor Izzy Ehrlich cut the spot, which was directed by Scott Cudmore from Revolver Films.