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Machine 11

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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!

Sound Design: Mikołaj Rajpold

Creative Agency

Creative Agency: Ogilvy

Digital Production Company

Developer: Bruno Imbrizi (Senior Developer)

Executive Producer: Ben Young

Project Manager: Frederic Mouniguet

Designer: Yu-Chang Chou (Product Designer)

Tech Director: Mateusz Marchwicki (Senior Hardware Engineer)

Technical Lead: Kanish Patel

Production Company

Producer: (Film) Pete Christy

Director: (Film) Jonathan Pearson

Executive Producer: (Film) Adam Dolman

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

Technical Manager: Yifei Chai (Innovation Architect)


Brand: Aetna

Categories: Health care, Beauty & Health

UNIT9 London, 6 years ago