Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

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!


Brand: Aetna

Creative Agency

Creative Agency: Ogilvy

Production Company

Executive Producer: (Film) Adam Dolman

Director: (Film) Jonathan Pearson

Producer: (Film) Pete Christy

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

Technical Manager: Yifei Chai (Innovation Architect)


Sound Design: Mikołaj Rajpold

Digital Production Company

Project Manager: Frederic Mouniguet

Designer: Yu-Chang Chou (Product Designer)

Tech Director: Mateusz Marchwicki (Senior Hardware Engineer)

Technical Lead: Kanish Patel

Developer: Bruno Imbrizi (Senior Developer)

Executive Producer: Ben Young

Category: Beauty/health, Health care