Many people begin their day with coffee.

Kicking Horse Coffee's new campaign doesn't ease in. It advises drinkers to "Kickstart Your Heart" and "Donkey Kick Your Day" in a series of OOH ads and a 45-second spot.

The creative is by the Lifelong Crush agency.

The video ad, directed by The Perlorian Brothers, is airing on TV and online across Canada and the U.S. The cross-platform campaign includes cinema, paid social, digital and an extensive out-of-home component with billboards and wild posters.

Lori Hatcher-Hillier, chief marketing officer at Kicking Horse Coffee, said: “After years of perfecting our craft, we’re ready to share our story through our first major brand campaign. Our new platform ties together our values, our origins and our commitment to quality, bringing them to life in a way that matters. Never half-assed.”

The coffee company intends to increase marketing visibility in the coming year. Flavors include Grizzly Claw, Kick Ass, Smart Ass and Three Sisters.

Christina Yu, chief creative officer at Lifelong Crush, added: “Our goal is to remind people that coffee doesn’t have to be dull and boring, nor does its advertising.”

The agency's client roster includes clients, including Asahi Canada, Dairy Farmers of Ontario, Fever-Tree Canada and Kelseys Original Roadhouse.