Aetna Fernsehen und Film, Außenwerbung, Digital Machine 11 - Gain more time Ogilvy & Mather USA

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Machine 11 - Gain more time

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Anti-smoking (en)
Medien Fernsehen und Film, Umgebung, Digital
Markt Vereinigte Staaten
Agentur Ogilvy & Mather USA
Creative Director Ryan Wagman, Jim Thompson, Simona Lo
Art Director Dima Kronfol, Thomas Derouault, Elli Hanson, Katie Okeefe
Produktionsagentur Unit 9
Veröffentlicht November 2014


One Show, 2016
Print & Outdoor Csr - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor) Merit

Kredite und Beschreibung

Company: Aetna
Brand: Aetna Inc.
Title: The 11 Initiative
Country: USA
Competition: products & services
Category: healthcare products & services
Talent Credits
Dawn McAvoy - Executive Director
Ogilvy -
Agency: Ogilvy / New York
Art Director: Dima Kronfol, Katie Okeefe, Elli Hanson
Writer: Jeff Scardino, Luna Hurtado
Chief Creative Officer: Alfonso Marian
Creative Director: Jim Thompson, Simona Lo, Ryan Wagman
Designer: Peter Hahn, Mateusz Marchwicki, Yifei Chai, Yu-Chang Chou, Mikolaj Rajpold, Szymon Kabala
Production Company: Unit 9 Productions / New York, Brehm Lab, Ltd. / New York
Producer: Rob Gilbert, Adam Dolman, Ben Young, Alessandro Pula
Agency Producer: Akiko Nakashima, Laura Debey, Swati Prasad, Habi Magassa, Bianca Lau, Audrey Rodriguez, Lena Shturman, Eugenia Rudman, Sam Elwitt, Raul Morales, Allison Rowley
Pr / Marketing: Ogilvy Public Relations / New York
Campaign Summary
A study found every cigarette smoked decreases expected lifespan by 11 minutes. This is a depressing stat and we wanted to turn that around. So we reasoned that every cigarette you don’t smoke could actually add 11 minutes to your life. We built a machine that allowed people to trade in a cigarette for a memorable 11-minute experience. Two days before the day the American Heart Association trumpets as “The Great American Smoke Out,” we put the machine in downtown New York and filmed people’s experiences with it. Experiences ranged from 11 minutes of unconditional love (getting jumped on by 11 puppies) to a rap lesson to 11 minutes of being famous (having your life story acted out by the Upright Citizen’s Brigade comedy troupe)