Machine 11Every 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: 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
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)
Categories: Health care, Beauty & HealthUNIT9 London, 6 years ago