“Roll Up the Rim to Win” is a popular instant win promotion put on by coffee chain Tim Hortons, now in its 30th year. To announce its return, along with the news that in 2015 there are more prizes than people in Canada, we hosted an activation in the small town of Windsor, Nova Scotia. The surprise town takeover kicked-off the promotion in unexpected style and the result was filmed for social media and paid media units, for the whole country to see.

The film received over 1.5 million YouTube views in less than two days, along with nearly 23,000 likes and over 5,000 shares on Facebook.