The standing joke in creative departments is that everyone misplaces the tool they most often need: their stopwatch. So Pirate Radio and Television knew exactly what to give out for the holidays. Creatives opened the box to find nothing inside but a message telling them to go to pirate.ca/widget to get a stopwatch that would be impossible to lose. Once they downloaded the widget, creatives could use the 60, 30, and 15 second countdown modes, link to the Pirate Radio and Television website, or go to a special "tips" section packed with advice from industry veterans on improving scripts. With the stopwatch widget, Pirate Radio and Television will have a hand in assisting every script developed in creative departments.
Agency: TAXI Toronto, Canada.