Aetna – Machine 11

Every cigarette you smoke shortens your life by 11 minutes. The team at Ogilvy NYC 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 NYC 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.

Working round the globe, we outlined the whole machine’s mechanical design from scratch using CAD. We designed custom-printed circuit boards to power it in London and 3D-printed them in Brooklyn. We built the machine in 4 weeks.

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!


CREDITS

Sound Design
MIKOLAJ RAJPOLD

Lighting Designer
SZYMON KABALA

Creative Technologist
DAN BAKER

Film Director
JONATHAN PEARSON

Film Executive Producer
ADAM DOLMAN

Film Producer
PETE CHRISTY

Platform
EXPERIENTIAL

Kind
HARDWARE, INSTALLATION/LIVE EVENT

Target Market
USA

Release Date
2014-12-16

Division
UNIT9 Technology

Agency
OGILVY NYC

Brand
AETNA

Executive Producer
BEN YOUNG

Senior Hardware Engineer
MATEUSZ MARCHWICKI

Innovation Architect
YIFEI CHAI

Tech Lead
KANISH PATEL

Project Manager
FREDERIC MOUNIGUET

Product Designer
YU-CHANG CHOU

Senior Developer
BRUNO IMBRIZI

Creative Technologist
PAUL FERRAGUT