SetFile Shell Script Not Working

I'm trying to execute a shell script to run a setfile command. The script is"

/usr/bin/setfile -m "%Variable%y%/%Variable%m%/%Variable%d% %Variable%hr%:%Variable%mn%:%Variable%sc%" "%Variable%Path%"

Right before the execute shell script I have a display which displays the exact same thing and resolves to:

setfile -m "2012/12/13 15:20:11" "/Users/learned/tmp/20121213-1520111 (SL).jpg"

which I can copy/paste into terminal and it works fine. I'm sure it's something simple, but looking for ideas.

Thanks

The shell doesn't understand things like %Variable%y%. You need to use shell variables of the form $KMVAR_y. See the wiki for fuller details.