creative | design | strategy
Partnered with Tim Hortons’ creative agency Gut to build on their holiday message of kindness campaign. Tims’ KindNest is an allegory of holiday kindness seen through the eyes of a migrant goose forced to find refuge in a sometimes-unkind world.
Tims is probably one of Canada’s most recognized and iconic brands but it is lagging in brand affinity with younger consumers. The ask from client was broad: how could we make this idea more digital and how could this begin to speak to this elusive audience.
The Tims’ AR face filter was a digital extension on the allegory of kindness complementing the TV spot – and leveraged multiple-face-tracking technology to celebrate togetherness during the holiday. The effect leveraged the birds from the spot as “characters” in mobile camera, and with each additional face in frame, users would trigger another bird to appear, with a potential total of 5 birds (or human faces) in mobile camera frame. To add a second element of fun and interactivity – each bird would quack in its own unique “voice” the Jingle Bells tune when users opened their mouths, creating a cacophony of bird quacking.
This was the first step in driving a traditional brand into the mobile age and has paved the way for more digital-first experiences geared to speak to their new burgeoning younger customer.
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