When Tim Hortons Canada decided to support Kenya’s only ice hockey team and give them the experience of a lifetime, their agency, Zulu Alpha Kilo, turned to long-time collaborators filmmaker David Grabias and Artifact Nonfiction to tell the story.
The resulting 3-minute documentary, which tells the Ice Lions’ unforgettable story, rose above the typical “surprise and delight” activation video audiences have grown familiar with, and went viral in Canada, the United States and around the world. And this week, due to the tremendous response from news outlets and fans on social media, Tim Hortons partnered with Sportsnet to broadcast a longer 20-minute version of the film, called THE AWAY GAME, after the Pittsburgh Penguins vs the Washington Capitals game.
SPW Credits
Client/Company: Tim Hortons Canada Ricardo Azevedo, Jorge Zaidan, Jana Goodbaum, Paloma Azulay, Jordan Mascarenhas, Kevin Albert, Jane Almeida, Chris Wakefield
Agency: Zulu Alpha Kilo Chief Creative Officer, Zak Mroueh, Executive Creative Directors, Gerald Kugler & Rodger Eyre, Associate Creative Director, Michael Siegers, Writer: Jonah Flynn, Agency Producer: Revital Grunberg, Group Account Director: Hilary Roberts, Account Director: Mike Johnson, Account Supervisor: Kayla MacDonald, Strategic Planner: Tim Hopkins
Production Company: Artifact Nonfiction Director: David Grabias, DOP: John Minh Tran, Executive Producer: Anne Edgar, Producer: Bryce Brentlinger, Segment Producer: Courtney Dickson, Kenya Producer: Anita Kasera, Camera Operator: Scott Burton, Camera Operator: Chris Goll, Camera PA: Jake Sherman, Sound Mixer: Nick Davey, Sound Mixer: Adrian Ancona, Sound Mixer: Alex Chege, Production Manager: Lisa Ericsson, 1st Assistant Director: Scott Weatherall, 2nd Assistant Director: Chris Simon, Ice Lions Handler: Cameron Cale, Production Assistant: John Shikuku, Production Assistant: Dennis Okuthe, Production Assistant: Miles Verweel, Production Assistant: Alex Brown, Set Medic: Breanna Jones, Driver: David Omondi, Driver: Francis Irangi
Video Post Facility/Editing Company: Zulubot Editor: Jay Baker, Assistant Editor: Jessie Posthumus
Post Production: Alter Ego Compositor/Online/Senior VFX Artist: David Whiteson, Colourist/Transfer: Eric Whipp, Post Producers: Julie Neff, Hilda Pereira
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
