Tim Hortons campaign supports indigenous communities

Tim Hortons continues its tradition of supporting Indigenous communities across Canada with the return of the Orange Sprinkle Donut for the National Day for Truth and Reconciliation. In partnership with Gut Toronto and Nimble Content, the campaign highlights how a simple act, like purchasing a donut, can make a big impact.

Gut and Tim Hortons collaborated with Jonathan Elliott, a Mohawk filmmaker from the Six Nations Reserve in Ontario, to direct this year’s campaign, the team has worked with Elliott for Orange Sprinkle Donut campaigns in the past).

The concept for this year’s campaign features Indigenous beadwork as a symbol of unity and collective effort. Just as beads are strung together to create larger, intricate patterns and designs, the purchase of each Orange Sprinkle Donut helps bring Canadians together in support of Indigenous communities across the country.

Tim Hortons – Piece By Piece

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Agency GUT/Toronto
Production Company Nimble Content
Director Jon Elliott

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Credits

powered by

Agency GUT/Toronto
Production Company Nimble Content
Director Jon Elliott
Associate Creative Director Marilyn Maitland
art director Amy Fernandes
Copywriter Christina Gregoire
account director Lauren McCord
Producer Lorrie Zwer

Executive Producer Michael Corbiere
Executive Producer Andrew Lynch

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Elliott's award-winning work focuses on telling contemporary Indigenous stories that explore individuals’ complex relationships to their cultural identity, families, and communities. His approach to this campaign was no different: focusing on the Indigenous artists featured in the spot, Elliott helped showcase the grace and skill this art form requires while highlighting an activity that’s deeply important in Indigenous culture.

By purchasing an Orange Sprinkle Donut at Tim Hortons, Canadians across the country can take part in a movement that supports healing, growth, and empowerment for Indigenous peoples.

100% of proceeds from the Orange Sprinkle Donuts sold at Tim Hortons on September 30th will benefit five Indigenous charities including the Gord Downie and Chanie Wenjack Fund, Ulnooweg Education Centre, Indian Residential School Survivors Society, Fondation Nouveaux Sentiers, and the Orange Shirt Society.

Nimble Content is a part of Holiday United Group (HUG), which offers a curated selection of broadcast and online production, commercial photography, and post-production. Their initiative, HUG for Good, prioritises working with client and agency partners to produce purpose-driven work and supports BIPOC talent in front of, and behind, the camera.