NZ Agency Unveils World’s First Strategic Smoko Pause Calendar
In a brazen act of innovation, Auckland-based creative agency Toasted Marmot has launched what it’s calling the first ever ‘Strategic Smoko Pause Calendar’—a proprietary scheduling tool designed to align cigarette breaks with peak ideation cycles.
"We noticed that some of our best ideas happened behind the bins at 10:43am on Tuesdays," said Head of Strategy, Barry Sellwood, during a Tuesday 10:43am break. "We started mapping it. Then we monetised it."
The calendar, printed monthly and hosted on a shared Notion board nobody actually checks, features scientifically suggested smoko slots such as ‘Thursday Darts & Insights’ and ‘Post-Pitch Recovery Puff’. It even accounts for Juniors who “don’t technically smoke but just want to feel included.” Non-smokers are encouraged to simulate the ritual with a crisp apple and a vape that doesn’t work.
Toasted Marmot insists this isn’t just about cigarettes. “It’s about intentional pauses, deep reflection, and standing around saying ‘Yeah, nah’ until something feels like a campaign,” remarked Senior Art Director Kylie Fray. Internal adoption is reportedly mixed, with some staff preferring the traditional 4pm ‘client learnings wander’, which involves staring at the heat pump by reception. Still, the agency plans to license the calendar to other shops, offering a platinum tier that includes a Spotify playlist of ambient coughing and the distant chatter of an account manager saying ‘crunch the numbers’.
Early reports confirm that creative output remains unchanged, but morale is up 17 per cent, largely attributed to the new designated Thinker’s Pergola added behind the loading dock.
"We noticed that some of our best ideas happened behind the bins at 10:43am on Tuesdays," said Head of Strategy, Barry Sellwood, during a Tuesday 10:43am break. "We started mapping it. Then we monetised it."
The calendar, printed monthly and hosted on a shared Notion board nobody actually checks, features scientifically suggested smoko slots such as ‘Thursday Darts & Insights’ and ‘Post-Pitch Recovery Puff’. It even accounts for Juniors who “don’t technically smoke but just want to feel included.” Non-smokers are encouraged to simulate the ritual with a crisp apple and a vape that doesn’t work.
Toasted Marmot insists this isn’t just about cigarettes. “It’s about intentional pauses, deep reflection, and standing around saying ‘Yeah, nah’ until something feels like a campaign,” remarked Senior Art Director Kylie Fray. Internal adoption is reportedly mixed, with some staff preferring the traditional 4pm ‘client learnings wander’, which involves staring at the heat pump by reception. Still, the agency plans to license the calendar to other shops, offering a platinum tier that includes a Spotify playlist of ambient coughing and the distant chatter of an account manager saying ‘crunch the numbers’.
Early reports confirm that creative output remains unchanged, but morale is up 17 per cent, largely attributed to the new designated Thinker’s Pergola added behind the loading dock.