2019 Winner
Tim Hortons
The Away Game
Zulu Alpha Kilo
GoldOriginal idea
SilverOut of the box retail
When Tim Hortons wanted to drive love for its brand, the QSR used content to reinforce its credentials as a champion of hockey. And, in the process, it helped a small Kenyan hockey team in need.
There’s just one ice hockey team in Kenya – the Ice Lions. The team has no one to play against, and so working with Zulu Alpha Kilo, the brand flew them to Canada so that they could compete against local league players.
Tims documented “The Away Game” (which won a Gold Original Idea and Silver Out of the Box Retail) and created different versions of the film for social. The video had four million views in the first four days and Sportsnet later aired an 18-minute version of the short film during primetime.
As a result, Tim Hortons saw a 3% lift in store traffic during the month following the film’s release – an extra 150,000 customers per day and 4.5 million guest visits per month. The QSR is now providing funding so that the Ice Lions can create a Kenya youth league and never have to play alone again.
Credits
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Gerald Kugler, Rodger Eyre
Art Director: Michael Siegers
Writer: Jonah Flynn
Agency Producer: Revital Grunberg, Jennifer Gillespie, Kevin Corvetti
Account Team: Hilary Roberts, Mike Johnson, Kayla MacDonald, Charlotte Coulson
Planning Team: Tim Hopkins, Sean Bell
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