What makes a cup of coffee great? The answer isn’t an expensive espresso machine or a decorative mug – it is quality ingredients. That is what JWT Canada emphasizes in their new campaign for Tim Hortons. “Coffee Art” uses coffee grounds to create the picturesque stop-motion story behind the making of every cup of Tim’s.
The TVC takes its viewers on the journey of the ideal cup of coffee — it starts with sourcing the best beans and ends with brewing it well and serving it fresh in store. This is the tale of the Tim Hortons you already know, love and drink. By using coffee grounds to illustrate the craftsmanship that goes into the beans, JWT Canada showcases the high-quality product of a brand that has nearly an 80 percent share of all takeout coffee in Canada.
Watch the TVC below.
Making this commercial was an intricate process that took 17 days to create and shoot. Soon after the launch of the campaign, JWT Canada and Tim Hortons released a behind-the-scenes look at the insight behind the commercial and the making of the stop-motion animation. “It felt more like an art piece than a regular commercial,” explains Eric Malika, Director at Common Good, the animators behind the project.
Here’s how it was done.
To continue the project, Tim Hortons invited consumers to interact with the campaign by Tweeting out their own coffee masterpieces and the hashtag #TimsCoffeeArt.
Campaign Credits
Chief Creative & Integration Officer: Brent Choi
Executive Creative Director: Paul Wales
Art Director: Andy Brokenshire
Copywriter: Jed Churcher
Planners: Doug Poad, Chantaie Allick
Head of Production: Pam Portsmouth
Account Team: Scott Miskie, Renee Ray, Cameron Stark
Directors: Alan Poon, Eric Malika, Robin Nishio
Production Company: Common Good / Radke Films
Post-Production: Common Good / Alter Ego/ SAUCE Production
Editing House: Common Good / SAUCE Production
Music House: Grayson Matthews
Media Agency: Mindshare
– Follow @JWTCanada on Twitter and see some more of their work here.
