Giant Spoon launched a mural campaign at the Kentucky Derby, promoting MassMutual's life insurance products. The agency asked local artist Jeremy Lewis to create the artwork, which was so popular at the event that a local couple got engaged in front of it.
The agency partnered with Churchill Downs to celebrate MassMutual's brand promise of live mutual by taking over the Paddock - the area where horse and jockey meet - along with partnering with NBC to share stories of mutuality on Derby Day in programming.
The MassMutual foundation is supporting 'Project for Public Spaces' which helps people create and sustain public spaces that build stronger communities. As part of the campaign, the first 5,000 public photos tagged and shared, MassMutual will donate $1 to Project for Public Spaces.
Agency: Giant Spoon
Laura Correnti, evp, managing director