MassMutual: Rewriting Fairytale Endings by Johannes Leonardo

Client: MassMutual
Date: Sep 2019
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September is Life Insurance Awareness Month so in partnership with long-standing AOR relationship and innovative life insurance brand MassMutual and Johannes Leonardo (JL) put together a whimsical social and radio campaign.

JL flipped the script on your favorite fairy tales told through the lens of how their dramatic endings would change if their parents had life insurance with MassMutual. Working with the timeless tales of Cinderella, Oliver Twist, and Snow White, JL rewrote these endings to illustrate how life insurance can help rewrite the stories for the ones we all know and love.

As opposed to the traditional tale, in MassMutual’s version of the story Snow White is able to have enough financial backing to launch her own apple pie company after her parents tragically pass away, all because they had MassMutual life insurance.


Johannes Leonardo


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