What would you do with 11 more minutes of life?
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 aims to change the way people think and talk about quitting smoking by stepping away from fear and scare-tactics and focusing on the positive instead: all the great things you could do in life with 11 minutes. For this, we built a machine that gives you a memorable 11-minute experience in exchange for just one cigarette.
The campaign has received over 7 million views to date including making it onto national television. And positive social sentiment for Aetna went from 25% to 99.8%.
Awards and Shortlists: Clio, One Show, Webby's, Echo, CMA, IAB MIXX, The Marshies.
Creative Directors: Simona Lo, Jim Thompson
Copywriters: Luna Hurtado, Jeff Scardino
Art Directors: Dima Kronfol, Peter Hahn
Producers: Akiko Nakashima, Adam Dolman
Fabrication: Unit 9