Tim Hortons is trying to repeat its Canadian success in the U.S. My partner and I were tasked to come up with some branding ideas for the launch of TH in Indiana and New York. We were going for a quirky, funny and slightly dorky attitude. 

This concept work was done in less than a week for J. Walter Thompson New York in partnership with JWT Toronto and JWT Chicago. The client ultimately chose to change direction and move on with another team.

print/Outdoor

Or Timbits. That's what they call doughnut holes at Tim Hortons.

Or Timbits. That's what they call doughnut holes at Tim Hortons.

Activations

We create a fleet of self-driving cars to go all over the city, and try to get people to get inside. When people get inside, the cars will take them to Tim Hortons (and give them a free breakfast or they can order from inside the car)

We create a fleet of self-driving cars to go all over the city, and try to get people to get inside. When people get inside, the cars will take them to Tim Hortons (and give them a free breakfast or they can order from inside the car)

We make pillowcases that look like a breakfast sandwich and when sunlight hits it, it smells like a breakfast sandwich. Today is gonna be a good day and you’re gonna go get it because your pillowcase smells like breakfast.

We make pillowcases that look like a breakfast sandwich and when sunlight hits it, it smells like a breakfast sandwich. Today is gonna be a good day and you’re gonna go get it because your pillowcase smells like breakfast.

What if you could use your mobile phone to create Latte Art that everyone could see? We’re going to create the world’s first interactive and collaborative latte art piece with a digital billboard that allows people to use their mobile phones to draw latte art straight onto the billboard.  And even better, after someone contributes to the interactive billboard, they’ll get a coupon to bring their creation into a Tim Horton’s, and have their latte art recreated in a real latte.

What if you could use your mobile phone to create Latte Art that everyone could see?

We’re going to create the world’s first interactive and collaborative latte art piece with a digital billboard that allows people to use their mobile phones to draw latte art straight onto the billboard. 

And even better, after someone contributes to the interactive billboard, they’ll get a coupon to bring their creation into a Tim Horton’s, and have their latte art recreated in a real latte.

Create an app that combines traffic conditions, weather conditions, and something else to tell you if it’s a good “latte day” or not. Offer discounts on lattes on “good latte” days.

Create an app that combines traffic conditions, weather conditions, and something else to tell you if it’s a good “latte day” or not. Offer discounts on lattes on “good latte” days.

To kickoff the opening of a New Tim Horton’s location, we’ll create a Pirate Radio station that broadcasts optimistic music all over town, and post fliers all over the town telling people to tune into the station. We’ll broadcast live from the local Tim Hortons, where people can come grab a free coffee if they stop in to make a request.

To kickoff the opening of a New Tim Horton’s location, we’ll create a Pirate Radio station that broadcasts optimistic music all over town, and post fliers all over the town telling people to tune into the station. We’ll broadcast live from the local Tim Hortons, where people can come grab a free coffee if they stop in to make a request.

copywriter: Sam Bartos

art director: Stacy Yurishcheva