Campaign details

Advertiser: Tim Hortons
Brand: Tim Hortons
Agency: Zulu Alpha Kilo
Country: Canada

Campaign Summary

We were tasked with creating a campaign that demonstrated that Tim Hortons' love for ice hockey was as passionate as the most hardened hockey fan to reinforce our credentials as a champion of hockey in Canada. The core of our idea centred on the one and only hockey team in Kenya. They're called the Ice Lions and they consider themselves the pioneers of ice hockey in Kenya. But they have no one to play. Our idea was to bring them to Canada for the game of their lives, which became a film called The Away Game.

The results of the campaign were beyond our wildest expectations. We wanted to build brand love and generate positive coverage for the brand. The goal for the campaign was to generate 100 million earned media impressions.

Marketing Context