Evolving an Iconic Contest
A 1986 ritual, rebuilt for the app
- Role
Content Production
Animation- Client
- Tim Hortons Digital
- Date
- 2019-2024
Canadians have been rolling up the rim since 1986. As loyalty shifted into the app, taking the contest digital felt inevitable, but changing such a beloved Canadian ritual carried real risk. I was fortunate to be part of the team entrusted with that transition.Canadians have been rolling up the rim since 1986. As loyalty shifted into the app, taking the contest digital felt inevitable, but changing such a beloved Canadian ritual carried real risk. I was fortunate to be part of the team entrusted with that transition.Canadians have been rolling up the rim since 1986. As loyalty shifted into the app, taking the contest digital felt inevitable, but changing such a beloved Canadian ritual carried real risk. I was fortunate to be part of the team entrusted with that transition.
One part of my role was designing the core game asset: the cup rim unfurling on screen. That gesture anchored the digital experience and carried across its marketing. I also created assets for every owned channel and worked with divisions across the business to incorporate Roll Up the Rim to Win into campaigns for their own products. Together, this work helped turn the company’s biggest promotion into a driver of loyalty sign-ups, engagement, and retention.