JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

By Erik Oster 

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.


“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump.


Client Team

Chief Marketing officer: Peter Nowlan

VP, Brand Strategy and Guest Experience: Glenn Hollis

Director, Marketing Communications: Joanne Stewart

Manager, Marketing Communications: Karen Paradine

JWT Team

Chief Creative & Integration Officer: Brent Choi

SVP, Creative Director: Ryan Spelliscy

Creative Director: Paul Wales

Art Director: Dan Bache

Copywriter: Henry Park

Senior Producer: Elana Olavesen

Account Team: Darrell Hurst, Renee Ray, Cameron Stark

Director: Neil Tardio

Production Company: Partners Film Company

Post-Production: Alter Ego

Editing: Geoff Ashenhurst, Married to Giants

Music: Tyson Kuteyi, Tattoo Sound & Music

Media Agency: MindShare