Who: Tim Hortons and Zulu Alpha Kilo, North Strategic, The French Shop, North Strategic, Horizon, and 500 Degrees.

What: A large, multi-media campaign to launch Roll up the Rim.

When & Where: Debuted Wednesday and there’s a lot to look at: creative will be running on TV, online and out-of-home, complemented by digital and social elements.

How: The campaign presents Roll Up the Rim as a competitive sport, and is built around four 60-second plus ”mockumentaries” about Roll Up Legends. The spots were directed by Matt Atkinson from Steam Films. Here’s one, see the rest below.

Why: Recent marketing has seen Tim Hortons focus on feel-good storytelling and sincerity. Not this time. Tim Hortons and Zulu Alpha Kilo freshen things up with some very modern humour in this campaign to present the extreme passion people feel for Tim’s most famous promotion. The ads cleverly play up the cliches and melodrama of sports reporting, but with relatable, not-so-athletic characters.

The client says: “We wanted to remind our guests not only how easy it is to win, but also remind them how exciting it is when they do. Our Roll Up Legends help Canadians recall the great sport of Roll Up and bring back fond memories of playing over the years in a really fun way.” —Tim Hortons Global Creative Head, Paloma Azulay.

Beyond the video: Billboards and digital will deliver sporty motivational messages, such as the Wayne Gretzky-inspired “You miss 100% of the rims you don’t roll.” (The Great One made the observation about shots you don’t take.) And for the first time (surprisingly) Tim Hortons is asking people to post selfies to social using the hashtag #RollUpTheRim for more chances to win.