Dining in complete
darkness has always intrigued me -- but what about heading to your local coffee shop only to find it shrouded in complete darkness? Would you even attempt to go in? This was the conundrum facing
regulars at the Tim Hortons
in L'ile-Perrot, Quebec. The entire building, logo included, was wrapped in black, even a jeep in the parking lot. Adventurous customers tried the door and
entered a completely pitch-black coffee shop. A staff member wearing night vision goggles guided consumers to the counter by voice. Once there, each person received a cup of Tim Hortons new dark
roast, relying only on their sense of taste to enjoy it. It's the brand's first new roast in fifty years. Watch the video here
Twitter using the hashtag #TimsDark to see additional reactions. JWT Canada
created the campaign.