A maneuver by Tim Hortons to promote the chain's first new coffee blend in half a century saw an outlet in the Montreal suburb of Île-Perrot go black. Literally.
The stunt, orchestrated in conjunction with JWT Toronto, plunged the Tim Hortons in complete darkness. To underscore the absurd length of the gimmick: every square inch of the coffee and doughnut shop was coated in black-out material, along with a canoe-topped Jeep for good measure. Because Canada.
The spectacle drew a crowd and was captured by cameras, natch.