Tim Hortons is Canada's favourite coffee. Literally. 7-in-10 cups of coffee drank in Canada every single day are from Tims. Yet, one of the business problems facing this iconic Canadian brand is the fact that hot beverages, including brewed coffee, are the only part of the business that isn't growing. Since coffee is core to the Tim Hortons business, we wanted to remind Canadians about the benefits of coffee in a fresh way. So instead of telling people that coffee can boost alertness and focus, improve mood and increase sociability, we proved it by giving a cup of Tim Hortons coffee to A.I.

Armed with the question, “can A.I. experience and demonstrate the benefits of coffee?”, we created an experiment and prompted ChatGPT with questions about everyday coffee situations. Then we asked it to explain the same things as if it just had a cup of Tim Hortons coffee. In the responses after ChatGPT just “drank” a cup of coffee, the A.I. was more concise and direct in its answers and simultaneously friendlier and more conversational – just like a human after their first cup of coffee. On average, the responses were 64% shorter and had a 150% increase in friendly sentiment. We visualized the result with Print and OOH and spread the word through popular placements in high traffic OOH locations and national publications, demonstrating that even A.I performs better after a cup of Tim Hortons coffee and ultimately turning A.I into a spokesperson for a beloved Canadian brand.