Tim Hortons has been a part of Canadian life for decades, but in recent years, it faced growing competition from brands leveraging celebrity partnerships to stay culturally relevant. Instead of following the trend, we created an original cultural moment: The Last Timbit, a musical based on the real events that happened in southern Ontario during 2010, when a massive snowstorm left thousands of people stranded, with many choosing to seek refuge at a Tim Hortons. The production featured top theatre talent and was made accessible to Canadians both at the Elgin Theatre and through streaming.

The creative challenge was to craft something authentic that would resonate emotionally without feeling like an ad. The musical earned critical acclaim and award nominations, and reignited emotional connections with the brand.