Rethink Canada, an advertising agency in Vancouver, is running a “Canadian Medal Alarm” from the sixth floor of their downtown office. Every time a Canadian wins a medal during the Vancouver 2010 Winter Olympics a siren sounds, the national anthem is played and a congratulatory message is read out to pedestrians passing by below. Lights flash as Rethink staff rush to a red and white room decked with disco balls and strobe lights, cheering to the crowds below. The Medal Alarm is activated by iPhone out of office hours and can be viewed via the Rethink webcam.
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Chris Staples, a partner at Rethink, said it’s a way for the agency to show support for Canadian athletes and spread the Olympic spirit. “Hundreds of people are lined up outside our offices day and night to see the Canadian Mint Pavilion,” said Staples. “We’ve had several spontaneous outbursts of the crowd singing along to our “O Canada” blared from the speakers above.”