While some feature the typical sticks and carrots, others sport items like snow locs, eagle feathers, flags from various nations and dupattas, helping represent the diversity of the country. It celebrates inclusion and the ability to find happiness in even the smallest things, like spending time with family and just having fun in the snow.

The ad was developed by agency Gut, which put together last year’s touching story of Wayne Gretzky and Tim Horton. The spot was helmed by Canadian-Japanese director Goh Iromoto, who was inspired by his own family’s snowperson 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,” said Iromoto. “What makes this ad spot so special, is that it goes beyond ultimately connecting us to our common humanity.”

Submissions came from real Canadian families across the country, who shared ideas for snowpeople that reflected their histories, heritages and cultures. They included the Harrow family from Kleinburg, who brought to life a Jamaican-inspired snowperson; the Monague family from Christian Island, whose snowperson incorporates items that some indigenous people take high honor in having possession of; and the Azmat family from Pickering, who created a snowperson dressed in a classic and delicate dupatta to represent and pay homage to their traditional Pakistani and Indian heritage.

“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,” said Hope Bagozzi, CMO 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.”

CREDITS:

Agency: Gut Agency

Founder, Cco: Anselmo Ramos

Coo, Partner: Paulo Fogaça

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

Samantha Lemoine: Content Director

Sai He: Senior Copywriter

Christopher Vena: Jr. Copywriter

Daniel Zang: Jr. Art Director

Pablo Rosas: Strategy Director

Dino Demopoulos: Chief Strategy Officer

Head Of Production: Renata Neumann

Senior Producer: Alina Prussky

Account Director: Monique Beauchamp Estrella

Account Supervisor: Wilmarie Velez

Senior Project Manager: Diana Lasso

Client: Tim Hortons

Fernando Machado: Global Rbi Chief Marketing Officer

Hope Bagozzi: Chief Marketing Officer, Tim Hortons Canada

Solange Bernard: Vp/head Of Marketing Communications At Tim Hortons Canada

Shira Bell: Lead, Marketing Communications, Tim Hortons Canada

Youri Hollier: Lead, Social And Digital, Tim Hortons Canada

Axel Schwan: Regional President Tim Hortons Canada

Production

Production Company: Steam Films

Director & Dp: Goh Iromoto

Executive Producer: Krista Marshall

Producer: Courtney Iromoto

Editorial Company: Rooster Editorial

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

Colour Facility: Redlab Inc.

Colourist: Jason Zukowski

Assistant Colorist: Jose Arturo Torres Salinas

Assistant Colorist: Shawn Zacchigna

Colour Senior Producer: Valerie Moss

Executive Producer: Cynthia Verona