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Dima Kronfol/Katie O'Keefe, art directors
Luna Hurtado/Jeff Scardino, writers
Simona Lo/Jim Thompson, creative directors
Ryan Wagman, executive creative director
Alfonso Marian, chief creative officer
Peter Hahn, designer
Rob Gilbert, director of photography
Yifei Chai/Yu-Chang Chou/Mateusz Marchwicki, production designers
Rebecca Barnard/Peter Edinger/Jeannine Feyen/Ariana Gianacopoulos/Candice Hardie/Connor Jones/Ben Levine/Melissa Smith/Shannon Walsh, program managers
Jeremy Wilson, planner
Habi Magassa/Swati Prasad, associate producers
Bianca Lau, producer
Adam Dolman/Akiko Nakashima/Ben Young, executive producers
Ogilvy & Mather New York, ad agency
Aetna, client
"The heart of the 11 Initiative was Machine 11, a pulsing white obelisk that invited people to trade a cigarette for an amazing eleven-minute experience—anything from eleven minutes of unconditional love to eleven minutes of being a rap star. The resulting video was viewed more than 1.7 million times, and BuzzFeed listicles, earned media and celebrity Viners kept the interest high. Eventually, Machine 11 made it to national TV with an appearance on Jimmy Kimmel Live!"

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