Objective

Roll Up to Win has always been more than a game. It’s been a collective celebration that brings Canadians together. Cups in hand. Wins you could see and celebrate. The objective was to create an award submission video for Tim Hortons and PHD Canada to showcase the success of their 2025 Roll Up to Win campaign.

The Solution

DESA worked with PHD Canada to help establish a storyboard from their conceptual vision. The challenge was that as the experience moved online and life shifted during the pandemic the excitement became harder to spot, the joy less visible and the thrill of the win harder to feel. In 2025, for a limited release, physical cups were making an iconic comeback. Giving Tim Hortons the perfect moment to reignite the thrill of winning and bring Canadians together through a shared experience. Our mandate was to showcase this success in the video.