Tim Hortons: Roll Up the Rim by Zulu Alpha Kilo

Date: Feb 2019

Canadian coffee and pastry chain Tim Hortons is encouraging Canadians to warm up their thumbs for another Roll Up the Rim season, as the brand’s biggest annual promo campaign is officially back in stores.

Back for its 33rd season, the 2019 ‘Roll Up the Rim’ campaign looks back on its history, playfully leaning into the stories of players that make the game what it is. For those unfamiliar, Roll up the Rim is a yearly contest from Tim Hortons that gives guests the chance to win prizes by rolling up the rim of their coffee cups to reveal the prize.

This year’s campaign, created by Zulu Alpha Kilo, treats Roll Up the Rim as a professional sport that unites Canadians season after season. It centers on a series of mockumentary videos that celebrate ‘Roll Up Legends,’ an inspirational set of fictional Roll Up players. The Legends’ films each feature normal-yet-charismatic personalities, relatable Roll Up rituals and reflect Canadians’ passion for the “great sport of Roll Up.”

The spots, titled ‘The Rivals’, ‘The Dynasty’, ‘The Injury’ and ‘The All-Star’, profile these unlikely legends in the most Canadian way possible. In ‘The Injury’ we see a man who was a Roll Up champ until he broke both thumbs opening a pickle jar. Through persistence and the help of his wife, he rehabs and trains to again roll up his cups. In ‘The All-Star’ we see Bobbie Sherman, who put her small town on the map with her Roll Up prowess and still has a hold on the game, even if her sister is jealous.

Credits

Client: Tim Hortons

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director: Gerald Kugler, Rodger Eyre

Art Director: Michael Siegers, Sarah Quinto, Rose Sauquillo

Writer: Jonah Flynn, Julia Forrester

Strategic Planner: Tim Hopkins, Sean Bell, Rebecca White

Clients: Paloma Azulay, Jana Goodbaum, Jordan Mascarenhas, Asif Hossain, Jane Almeida, Lindsay Stahl, Jorge Zaidan, Caitlin Pitblado, Ricardo Azevedo, Axcel Schwan

Account Team: Hilary Roberts, Matt Sinuita, Lauren Boultwood, James Farquharson, Matt McGrath, Michelle Fournier

Agency Producer: Chelsea Elliott, Ola Stodulska

Print Producer: Laura Dubcovsky

Studio Artists: Greg Heptinstall, Andrew Martin, Pete Aspros, Ashleigh O’Brien, Brandon Dyson

Designer: Ryan Booth, Gala Tanaskov

Production: Steam Films

Director: Matt Atkinson

Line Producer: Christopher Scherk

Director of Photography: Rob Scarborough

Media Agency: Horizon

Media Team: Thomas Skarrat, Robyn Van Driel, Matthew Bailey, Hannah Wiseman, Nileen Ventura

French Agency: The French Shop