MassMutual: The Unsung 2018 by Johannes Leonardo

On Thanksgiving, MassMutual launched part two of 'The Unsung' campaign with a new set of stories from across the country inspiring people to rely on each other. The campaign was produced by MassMutual partner agencies Johannes Leonardo and Giant Spoon.

The campaign shares four uplifting narratives that made headlines across the country this year, featuring true stories of real people who transcended the definition of kindness and interdependence. These include a mom who buys her child’s teacher a car so she has transportation to work, a retired grandfather that cuddles at-risk babies in the NICU ward when their parents can’t be there, a couple who unexpectedly hosted a wedding that was about to be rained out and an engineering student who created a device for a young girl, allowing her to play her beloved instrument.

For this campaign, Mass Mutual identified Thanksgiving as an optimal time to launch the campaign as it aligns with the strategy to insert the Live Mutual platform in an authentic way in relevant, moment-led media and when family and friends are gathered together.