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.
Head of Brand and Advertising Jennifer Halloran
Head of Brand Activation and Engagement Kristin Lane
Advertising Director Christa Perry
Marketing Consultant Kaitlyn Swierzewsky
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
ONLINE CONTENT - PRODUCTION & POST PRODUCTION
VIDEOGRAPHER: CHRIS OZER
PHOTOGRAPHER: CHRIS OZER