Tim Hortons' Holiday Ad Celebrates Canada's Diversity

Canada is a country full of people of diverse backgrounds and ethnicities, a fact that serves as the centerpiece of the Tim Hortons holiday ad, "Snowpeople." The 60-second spot shows the joyful act of children and families building snowpeople and decorating them with their own flair. While some feature the typical sticks and carrots, others sport items like snow locs, eagle feathers, flags from various nations and dupattas, helping represent the diversity of the country. It celebrates inclusion and the ability to find happiness in even the smallest things, like spending time with family and just having fun in the snow. The ad was developed by agency Gut, which put together last year’s touching story of Wayne Gretzky and Tim Horton. The spot was helmed by Canadian-Japanese director Goh Iromoto, who was inspired by his own family’s snowperson story. "As a Canadian born of Japanese descent, it’s an honor to work on such an impactful campaign celebrating the different cultures, diverse backgrounds and inclusivity that runs deep throughout the veins of so many Canadians," said Iromoto. "What makes this ad spot so special, is that it goes beyond ultimately connecting us to our common humanity." Submissions came from real Canadian families across the country, who shared ideas for snowpeople that reflected their histories, heritages and cultures. They included the Harrow family from Kleinburg, who brought to life a Jamaican-inspired snowperson; the Monague family from Christian Island, whose snowperson incorporates items that some indigenous people take high honor in having possession of; and the Azmat family from Pickering, who created a snowperson dressed in a classic and delicate dupatta to represent and pay homage to their traditional Pakistani and Indian heritage. “When we set out on a journey to explore special moments in the lives of Canadian families, we thought the best way to do so was by hearing from them directly,” said Hope Bagozzi, CMO of Tim Hortons. “The snowpeople submissions we received were incredibly powerful and showcased just how important it is for everyone to appreciate moments that bring us together.” CREDITS: Agency: Gut Agency Founder, Cco: Anselmo RamosCoo, Partner: Paulo FogaçaChief Client Officer, Partner: Carmen RodriguezEcd/partner: Juan Javier Peña PlazaEcd/partner: Ricardo CasalHead Of Art: Guido FusettiCreative Director: Brynna AylwardAcd/ Art Director: Matthew KenneyAcd/ Copywriter: Frederick NdunaCreative Manager: Cristina Cornejo AyalaSamantha Lemoine: Content DirectorSai He: Senior CopywriterChristopher Vena: Jr. CopywriterDaniel Zang: Jr. Art DirectorPablo Rosas: Strategy DirectorDino Demopoulos: Chief Strategy OfficerHead Of Production: Renata NeumannSenior Producer: Alina PrusskyAccount Director: Monique Beauchamp EstrellaAccount Supervisor: Wilmarie VelezSenior Project Manager: Diana Lasso Client: Tim HortonsFernando Machado: Global Rbi Chief Marketing OfficerHope Bagozzi: Chief Marketing Officer, Tim Hortons CanadaSolange Bernard: Vp/head Of Marketing Communications At Tim Hortons CanadaShira Bell: Lead, Marketing Communications, Tim Hortons CanadaYouri Hollier: Lead, Social And Digital, Tim Hortons CanadaAxel Schwan: Regional President Tim Hortons Canada ProductionProduction Company: Steam FilmsDirector & Dp: Goh IromotoExecutive Producer: Krista MarshallProducer: Courtney Iromoto Editorial Company: Rooster EditorialEditor: Paul ProulxAssistant Editor: Austin BlackmoreEditorial Executive Producer: Melissa Kahn Vfx & Online Company: Fort York VfxLead Flame Artist: Andrew RolfeFlame Artist: Alex BoothbyOnline Assistant: Dylan MorganVfx Executive Producer: Erica Bourgault-assaf Colour Facility: Redlab Inc.Colourist: Jason ZukowskiAssistant Colorist: Jose Arturo Torres SalinasAssistant Colorist: Shawn ZacchignaColour Senior Producer: Valerie MossExecutive Producer: Cynthia Verona Music & Audio Company: Grayson MusicMusic & Audio Creative Director: Ryan KondratComposer: Andrew SeistrupSound Engineer: Vlad NikolicMusic & Audio Executive Producer: Kelly Mccluskey

Diversity, Equity and Inclusion

Tim Hortons Wishes Happy Holidays With Message of Diversity and Inclusion

Snowpeople represent the many who call Canada home

Kyle O’Brien

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Kyle O’Brien