Tim Hortons, a brand synonymous with Canadian identity, needed a way to launch their new maple drinks.
Our insight was that Tims coming out with something maple - the syrup coursing through the veins of every Canadian - is so obvious that it should’ve happened years ago. So in true Canadian fashion, we issued a national apology.
To launch the campaign, we ran full-page ads in newspapers across the country and posted condensed versions on social.
