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Aetna Machine 11

What would you do with 11 extra minutes? A study found that every cigarette you smoke takes 11 minutes off your life. Based on that study, we created a campaign for Aetna that aimed to change the way people think about quitting smoking by focusing on all the great things you could do in life with 11 minutes. We started by building a machine that gave you a memorable 11-minute experience for the price of just one cigarette.

Project Roles
Ogilvy & Mather
Copywriting, Creative Direction
Experimental Films