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Ads We Like: Tim Hortons tells the story of ‘Roll Up’ legends in contest promos

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.”

“We wanted to remind our guests not only how easy it is to win, but also remind them how exciting it is when they do,” said Tim Hortons' global creative head, Paloma Azulay.

“Our Roll Up Legends help Canadians recall the great the sport of Roll Up and bring back fond memories of playing over the years – in a really fun way.”

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.

Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo, said: “Unconventional work only happens when you have a client who wants to do something breakthrough for their category. Together with our partners at Tims, we wanted to take a modern creative approach to this year’s Roll Up campaign. We believe this creative platform and the mockumentary videos will get Canadians both laughing and rolling up the rim.”

The campaign extends to billboards across Canada, which will feature motivational messages, such as “Roll big or roll home” and “You miss 100% of the rims you don’t roll.”

The digital portion of the campaign echoes the OOH creative and includes extended stories about the Legends on YouTube, along with unique digital extensions including partnerships with Waze and the Score app, further connecting to this year’s reimagined creative about the sport of Roll Up.

Tim Hortons is also encouraging Canadians to post pictures of their own legendary Roll Up moments on Instagram, Facebook and Twitter using #RollUpTheRim for the chance to win another Jeep Compass.

See the spots by clicking on the Creative Works box below.

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