Tim Hortons' diverse snowpeople celebrate our similarities—and differences

Campaign from Gut opens up our perceptions of the wintry icons

Published On
Dec 11, 2020

Editor's Pick

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."


Dec 11, 2020
Client :
Tim Hortons
Agency :
Founder CCO :
Anselmo Ramos
COO Partner :
Paulo Fogaca
Chief Client Officer Partner :
Carmen Rodriguez
ECD/Partner :
Juan Javier Peña Plaza
ECD/Partner :
Ricardo Casal
Head of Art :
Guido Fusetti
Creative Director :
Brynna Aylward
ACD/ Art Director :
Matthew Kenney
ACD/Copywriter :
Frederick Nduna
Creative Manager :
Cristina Cornejo Ayala
Content Director :
Samantha Lemoine
Senior Copywriter :
Sai He
Jr. Copywriter :
Christopher Vena
Jr. Art Director :
Daniel Zang
Strategy Director :
Pablo Rosas
Chief Strategy Officer :
Dino Demopoulos
Head of Production :
Renata Neumann
Senior Producer :
Alina Prussky
Account Director :
Monique Beauchamp Estrella
Account Supervisor :
Wilmarie Velez
Senior Project Manager :
Diana Lasso
Global RBI Chief Marketing Officer :
Fernando Machado
Chief Marketing Officer :
Hope Bagozzi
VP/Head of Marketing Communications :
Solange Bernard
Lead Marketing Communications :
Shira Bell
Lead Social and Digital :
Youri Hollier
Regional President :
Axel Schwan
Production Company :
Steam Films
Director & DP :
Goh Iromoto
Executive Producer :
Krista Marshall
Producer :
Courtney Iromoto
Editorial Company :
Editor :
Paul Proulx
Assistant Editor :
Austin Blackmore
Editorial Executive Producer :
Melissa Kahn
VFX & Online Company :
Fort York VFX
Lead Flame Artist :
Andrew Rolfe
Flame Artist :
Alex Boothby
Online Assistant :
Dylan Morgan
VFX Executive Producer :
Erica Bourgault-Assaf
Color Facility :
Redlab Inc
Colorist :
Jason Zukowski
Assistant Colorist :
Jose Arturo Torres Salinas
Assistant Colorist :
Shawn Zacchigna
Color Senior Producer :
Valerie Moss
Executive Producer :
Cynthia Verona
Music & Audio Company :
Grayson Music Group
Music & Audio Creative Director :
Ryan Kondrat
Composer :
Andrew Seistrup
Sound Engineer :
Vlad Nikolic
Music & Audio Executive Producer :
Kelly McCluskey

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