2019 Winner
Tim Hortons
The Away Game
Zulu Alpha Kilo
SilverContent Strategy
In 2018, Tim Hortons was dealing with a public dispute with franchisees, new foreign ownership and a controversy over minimum wage. The QSR needed to build love for its brand again, and it turned to Zulu Alpha Kilo to help.
“The Away Game” is a Silver Content Strategy-winning film that followed the brand’s steps to give Kenya’s hockey team the game of a lifetime. It aimed to build goodwill by bringing Canada’s community together to welcome “The Ice Lions” (a team that had no one to play against).
The brand flew the team to Canada and set up a game with a local league, as well as pro players Sidney Crosby and Nate McKinnon. The video launched on YouTube and social, with an 18-minute version airing during a primetime game on Rogers’ Sportsnet.
“The Away Game” got four million views in the first four days and eight million social media impressions in just 72 hours. More importantly, a Leger Brand Reputation Report showed that Tims leaped 17 spots from 50th to 33rd.
Credits
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Gerald Kugler, Rodger Eyre
Art Director: Michael Siegers
Writer: Jonah Flynn
Planning Team: Tim Hopkins, Sean Bell
Account Team: Hilary Roberts, Mike Johnson, Kayla MacDonald, Charlotte Coulson
Agency Producer: Revital Grunberg, Jennifer Gillespie, Kevin Corvetti
Client (Company): Tim Hortons
Clients: Ricardo Azevedo, Jorge Zaidan, Jana Goodbaum, Paloma Azulay, Jordan Mascarenhas, Kevin Albert, Jane Almeida, Chris Wakefield, Christy Rae Clem, Julie Granger, Mackenzie Biddie
Marketing Consultant: Rob Forbes (Forbes Sports Marketing)
Media Agency: UM
Media Agency Planners: Scott Dane, Alana Paterson, Ben Seaton, Nicole Matalik
PR Agency: North Strategic / Citizen PR
PR Agency Planners: Amy Shanfield, Sarah McConnell / Angie Lamana, Sean Citrigno, Ciara O’Riordan
French Partner Agency: The French Shop
Production House: Artifact Nonfiction, Zulubot
Director: David Grabias
Production House Producer: Bryce Brentlinger
Executive Producer: Anne Edgar
Director of Photography: John Minh Tran
Second Camera: Scott Burton, Chris Goll
Segment Producer: Courtney Dickson
Kenya Producer: Anita Kasera
Sound: Alex Chege, Nick Davey
First AD: Scott Weatherall
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Assistant Editor: Jessie Posthumus
Additional Editing by: Robbie Haring
Story Editor: Barbara Shearer
Post Production: Alter Ego
Compositor / Online / Senior VFX Artist: David Whiteson
Colourist/Transfer: Eric Whipp, Wade Odlum
Assistant Colourist: Erik Bayley
Compositor / Online / Senior VFX Artist: David Whiteson, Eric Perrella
Post Producers: Julie Neff, Hilda Pereira, Jane Garrah
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Adam Damelin
Music Composers: Adam Damelin / Iain Gardner / Jeff Elliott
Producer: Nicola Treadgold
Engineer: Nathan Handy
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.