Upstream's Origin Story

Upstream's Origin Story

How building Canada's most beloved brand led to the creation of a next-gen content company.

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On Creating Content for Today's Audiences

Paul shares his views on how audiences are consuming content today, and how the lines between advertising and entertainment are blurring.

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Not a Typical Shoot Day

Our latest production was an exercise in our ability to adapt to a new production environment.

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On Staying True to the Brand

Paul Wales shares his thoughts and experiences on brand consistency and how to stay true to the brand at all times.

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On a Brand's Secret Sauce

Paul Wales shares the story behind Tim Hortons secret sauce, and how his lead Client Bill Moir crafted the recipe.

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Start with Story Podcast, Ep. 16

"Today, we sit down with Paul Wales - Founder of Upstream, A Content Creation Company. The thing you need to know about Paul is he created one of the most iconic brands in the Country - our beloved Tim Hortons."

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A Festive Story | The Message

“It’s a time of year [marked by] sharing and goodwill, so that’s what we were looking to bring out in the storyline."

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On the Tims Opportunity

Paul Wales shares why growing up in Hamilton made him the perfect fit to lead Tim Hortons creative through unprecedented business growth.

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Tackling Distracted Walking with PSA | The Message

“In any other circumstance, you would never do this. If you were at a speedway, for example, you wouldn’t walk on the track. That was the germ of the idea.”

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Swiss Chalet Celebrates 65 | Strategy

Swiss Chalet is celebrating its 65th anniversary with an integrated, homey campaign, which for the first time is telling a guest’s story to show the kinds of fond memories it’s created over such a long time in business.

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Swiss Turns 65 | The Message

"Upstream is focusing not only on Swiss Chalet’s rational benefits— its longstanding strength in takeout and delivery, as well as its strong value proposition—but also the emotional affinity people have for the company."

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Brewing Up Emotion | Strategy

Strategy's C-Suite with an in-depth look at Upstream's Founders - Bill Moir and Paul Wales - through the lens of our Asche campaign.

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Swiss Chalet taps Upstream | Strategy

"Swiss Chalet has evolved its marketing, hoping to future-proof itself while remaining true to its roots as a weeknight dinner option."

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