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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!

Client

Brand: Aetna

Creative Agency

Creative Agency: Ogilvy

Production Company

Executive Producer: (Film) Adam Dolman

Director: (Film) Jonathan Pearson

Producer: (Film) Pete Christy

Technical Manager: Yifei Chai (Innovation Architect)

Technical Assistant : Paul Ferragut, Dan Baker (Creative Technologists)

Music

Sound Design: Mikołaj Rajpold

Digital Production Company

Executive Producer: Ben Young

Developer: Bruno Imbrizi (Senior Developer)

Technical Lead: Kanish Patel

Project Manager: Frederic Mouniguet

Tech Director: Mateusz Marchwicki (Senior Hardware Engineer)

Designer: Yu-Chang Chou (Product Designer)

Category: Beauty/health, Health care