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This New Wearable Works Out How Much Time You Have Until Death, 2 years, 1 month ago

‘QUITBIT’ launched by Toronto agency UNION and funeral operator Mount Pleasant Group

This New Wearable Works Out How Much Time You Have Until Death

Toronto-based advertising agency UNION and Mount Pleasant Group are introducing a revolutionary new wearable to the world, QUITBIT

QUITBIT is designed to take the wearer’s lifestyle habits into account and use that information to calculate how much time they have remaining in their life. Once the user’s time is almost up, it sends a notification alerting the person that it is time to start preparing for their final goodbye. 

Of course, the device isn’t real and this technology doesn’t actually exist, but the idea serves to help keep funeral planning top of mind for all demographics, even the younger crowd who may not have ever thought about it.

“We wanted to start the conversation about planning in a new way,” explains Lance Martin, Executive Creative Director and Partner at UNION. “We live in a technology-hungry world so we decided to take one of the oldest services and give it a digital facelift to appeal to every age group.”

Rick Cowan, Assistant Vice-President of Marketing for Mount Pleasant Group echoes that sentiment. “Pre-planning is a conversation that families should be having but many don’t because they park it in the ‘someday’ category. The QUITBIT parody provides a clever way to place the subject of pre-planning in a current and topical arena to help the conversation along.”

Getting consumers to think about funeral planning and even death in general has never been easy so a topic this sensitive had to be approached in a respectful and subtle manner.

“It’s understandable that nobody wants to talk about death,” says UNION President and Partner, Subtej Nijjar. “But funeral planning is one of our most important responsibilities. It just makes sense to bring it to the forefront.”

QUITBIT is also supported by numerous other executions including print, rich media and digital banners, and pre-roll video to drive awareness of how good it is to have a plan. 


Advertiser: Mount Pleasant Group

Creative Agency

Account Supervisor: Andre Riolo

Art Director: Glen D’Souza

Associate Creative Director: Glen D’Souza, Mike Takasaki

Copywriter: Sean Butler

Creative Agency: NION Advertising Canada LP

Designer: Emmanuel Obayemi, Matt Stubbings, Adrian Stiegler

Executive Creative Director: Lance Martin

Group Account Director: Vikki Thorpe

Planner: Melissa Boyd, Michelle Campbell

Producer: Grace Lee, Julie Riley, Gregg Vertes

UX: Eric Sorensen

Digital Production Company

Developer: Brock Beldham (Front), Keshav Vohra (Back)

Music and Sound

Sound Design: Keen Music

Sound Engineer: Thomas Neuspiel


Edit Company: School Editing

Editor: Aaron Dark

Post Production / VFX

Colourist: Andrew Exworth

Grade: The Vanity

Post Production House: The Vanity

VFX Supervisor: Naveen Srivastava

Production Company

Director: Matt Atkinson

DOP: Brendan Steacy

Producer: Christopher Sherk

Production Company: Steam Films

Category: Corporate and social , Social

Genre: Digital , Documentary