Aetna Life Insurance Company

Dawn McAvoy, Executive Director, Brand, Advertising & Social Media
Wendy Wahl, Head of Enterprise Marketing
Lauren Vargas, Sr. Director of Digital Marketing
Shauna Collins, Sr. Director Brand Advertising Strategy

Ogilvy & Mather *Lead Agency

Jim Thompson, Group Creative Director, OgilvyOne
Ben Levine, Management Supervisor, OgilvyOne
Rebecca Barnard, Executive Group Director, Ogilvy One
Akiko Nakashima, Executive Producer/Associate Director, Print Project, Ogilvy & Mather
Simona Lo, Group Creative Director, OgilvyOne

Neo@Ogilvy

Peter Edinger, Media Supervisor, NEO@Ogilvy

Because of Obamacare, health insurance will increasingly be sold directly to consumers instead of through the traditional B2B sales model. This is a problem for most health insurers, since the category is remarkably undifferentiated and most people dislike health insurers. Aetna started with a hero cause, smoking, to overcome distrust and demonstrate our commitment to helping people live healthily. Anti-smoking campaigns rely on scare tactics. We put a fresh, positive spin on quitting by dramatizing how every cigarette you dont smoke can give you back 11 minutes of your life.