Every cigarette you smoke shortens your life by 11 minutes.
The team at Ogilvy 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.
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.
We outlined the whole machine’s mechanical design from scratch using CAD. We custom-printed circuit boards to control cigarette pulling mechanism and capsule release system.
