Timex wanted to launch a new watch brand called Helix, aimed at the young.

But the young were already hooked on to another brand called FAST TRACK

FAST TRACK was telling the young target audience to 'MOVE ON' as an attitude.

We decided to go exactly the opposite way and tell the young what no one had ever told them,

WASTE TIME.

We flipped the meaning of TIME on its head and said what no one had ever said it.

WASTE TIME

It was most appropriate for a brand trying to launch a new watch in a market where the leader was strongly entrenched in the target audience's head for the last 10 years.

on a shoe string budget.

Plus selling the concept 'WASTE TIME' for watch brand was certainly was radical!

The strength of the idea comes from the fact that we flipped the meaning of TIME on its head.

The originality comes from the fact that no one had ever said it.

It was most appropriate for a brand trying to launch a new watch in a market where the leader was strongly entrenched in the target audience's head for the last 10 years.

Also it was radical telling the young to 'waste time' when the establishment has always been telling them to use time judiciously to make their future.

Plus selling the concept 'WASTE TIME' for watch brand was certainly was radical!

Production cost - US$91,371

Media Print Cost - US$127,920

Cinema, TV and digital cost - US$91,371

454% growth in volumes sold.