null - Machine 11

Every cigarette you smoke shortens your life by 11 minutes. The team at Ogilvy decided to turn this around and think about it in a more positive way: Every cigarette you don’t smoke could add 11 minutes to your life. Ogilvy reached out to the UNIT9 product design team to build a custom machine. Machine 11 is a large white rectangular device that diffuses a soft purple light. A small suction device in its centre lights up when a cigarette is inserted into it and, consequently, a prize capsule is dispensed. Each capsule = an 11-minute experience. On a rainy Monday the Aetna machine was placed in a street in New York. We filmed the reactions of passersby who exchanged cigarettes for a variety of experiences, including petting puppies. It seemed to cheer them up, despite the weather!