kennedy choi

art director

Tim Hortons

Roll Up Your Sleeves 



  
PROBLEM
After Tim Hortons, the iconic Canadian coffee chain, was sold to a Brazillian firm, Canadians no longer felt Tim Hortons was truly Canadian.

How do we remind people that being Canada and Tim Hortons still go hand in hand?
IDEA
Based on the beloved game “Roll Up the Rim”, we created “Roll Up Your Sleeves”. Tim Hortons coffee sleeves that encouraged customers to share small acts of kindness - reminding them that being Canadian means being kind.



Each coffee sleeve revealed a small good dead for customers to partake in.




We parterned with Canadian Blood Services and Bees Matter to gather our communities for a greater cause.




Our ads encourage everyday acts of kindness based on its placement and the weather. 





copywriter: charlie tran


Mark