Did you know that 50% of Canadians hardly know their neighbors? Tim Horton’s, one of North America’s largest restaurant chains, wanted to do something about that. Its agency, Zulu Alpha Kilo, Toronto, created a grass-roots initiative bringing neighbors together over coffee.
Sean McBride directed this video via production house Zulubot.
Client Tim Horton's Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Gerald Kugler, Rodger Eyre, creative directors; Michael Romaniuk, Moniqaue Kelley, art driectors; Patrick Godin, Siobhan Dempsey, writers; Cherie O’Connor, producer; Tim Hopkins, Sean Bell, strategic planners. Production Zulubot Cary Smith, director of content; Sean McBride, director; Adam McCloy, producer; Duraid Munajim, DP. Casting Ground Glass Media Postproduction Zulubot Jay Baker, Max Lawlor, Marissa Bergougnou, editors. Color/Transfer The Vanity Audio Post Zulubot Audio Stephen Stepanic, engineer
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
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