A new campaign from Canada's Tim Hortons uses "snowpeople" to communicate a beautiful message about diversity and equality.
Depicting a wide range of Canadians of all different backgrounds joyfully building their snowpeople in ways that reflect their cultural heritage the spot was actually shaped by real Canadian individuals and families across the country, who submitted ideas to the company.
The ideas selected include a Jamaican-inspired snowperson,with a beaded necklace, flip-flops and a pepper nose and an Indigenous-inspired creation with eagle feather plumes and a dream catcher. There's also a snowperson reflecting Indian and Pakistani heritage wearing a dupatta; one that represents a disabled mother in a wheelchair; and an Inuit version carrying a baby in a traditional amauti pouch.
“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,” says Hope Bagozzi, Chief Marketing Officer 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.”
The ad was created via Gut, and helmed by Canadian-Japanese director, Goh Iromoto, who was inspired by his own family’s 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,” says Iromoto. “What makes this ad spot so special, is that it goes beyond ultimately connecting us to our common humanity.”
It's an uplifting spot, in a somewhat different manner to the other ad featuring a snowman we've seen this week: the "Beerman" from Coors Light who appears to have seen better days before rocking out to "More Than a Feeling."