MassMutual: Small Acts by Johannes Leonardo

Client: MassMutual
Date: Apr 2019
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As a continuation of MassMutual’s vision to showcase the power of the American spirit through mutuality and tradition, the financial services brand will be taking over Churchill Downs as a lead sponsor of both The Oaks (the marquee race on the day before the Kentucky Derby, featuring only fillies) on Friday, May 3, and the Kentucky Derby on Saturday, May 4. This will be the brand’s second year in a row as part of their three-year sponsorship and partnership with the prestigious event.

In order to engage Derby-goers in a way that they haven’t before, MassMutual tapped creative AOR Johannes Leonardo on the ideation, creation and execution of the activations and brand presence at the Kentucky Derby this year.

While recognizing the fact that Derby-goers spend a lot of time waiting, and MassMutual’s belief that small acts of mutuality can make a big difference for your financial future, the brand decided to literally get small, very small.

Johannes Leonardo created 'Small Acts', the world’s smallest OOH campaign and interactive brand takeover. A first at The Derby that Churchill Downs has never seen before.

The campaign is a series of approximately 20 miniatures that will be placed around key areas at The Derby including the stadium, the infield, roof beams and other places.

Because Derby-goers already use binoculars to get a closer look at the race, the agency wanted to encourage them to take a closer look at their finances.

In advance of The Derby, 'Small Acts' will be teased on social, to drive hype before the big day and to continue the conversation throughout the day on social media #LiveMutual and #KYDerby.

Credits

Client: MassMutual

Head of Brand and Advertising Jennifer Halloran

Head of Brand Activation and Engagement Kristin Lane

Advertising Director Christa Perry

Marketing Consultant Kaitlyn Swierzewsky

AGENCY

JOHANNES LEONARDO

Chief Creative Officer Jan Jacobs

Chief Creative Officer Leo Premutico

Group Creative Director Samira Ansari

Creative Director Kevin Watkins

Creative Director Hope Nardini

Copywriter Talia Berniker

Art Director Emily Haughbro

Copywriter Phoebe Talbot

Art Director Kimberly Scott

Creative Intern Dohee Kim

Creative Intern Haeun Kim

Associate Design Director Esther Park

Designer Christina Hillman

Director of Creative Services Michelle Moscone

Project Manager John Thomas Shults

Head of Integrated Production Dana May

Executive Producer Darbi Fretwell

Senior Activation Producer Maria Elena Lopez Frank

Producer Phil Guignon

Head of Accounts Emily Wilcox

Account Director Lisa Paravano

Account Supervisor Lily Shelmerdine

Account Executive Joel Bebasa

Head of Strategy Mark Aronson

Associate Strategy Director Johnny Roelofs

Head of Communications Strategy Meg Piro

Communications Planner Casey Donahue

Senior Business Affairs Manager Kacey Kelley

Business Affairs Manager Pamala Billman

PRODUCTION & POST PRODUCTION

ACTIVATION PRODUCTION COMPANY TH PRODUCTIONS

Founder / CEO Tristan Brennan

Account Supervisor Leigh Anne Penfield

Executive Producer Abby Rosenthal

Senior Producer Niamh Allen

Associate Producer Jennifer Webb

Operations Director Danielle Steger

ANIMATION HOUSE

HIERONYMUS

ONLINE CONTENT - PRODUCTION & POST PRODUCTION

VIDEOGRAPHER: CHRIS OZER

PHOTOGRAPHER: CHRIS OZER

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