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DMA: Data and Marketing Association
Consumer Help
insurance

The 11 Initiative

Agency: Ogilvy New York    •    Client: Aetna    •    Category: Insurance    •    Award: Silver Award

"Every cigarette takes 11 minutes off a smoker's expected lifespan." Or to state it more positively, every cigarette you don't smoke could add 11 minutes to your life. To bring this idea to life, we created a machine that allowed smokers to trade a cigarette for an 11-minute adventure.

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