Small Acts of Mutuality
— MassMutual
Sometimes, having the courage to go small, can have the biggest impact.
At the Kentucky Derby, most individuals use binoculars in the stands to get a closer look at the Derby. From that insight, we encouraged Derby attendees to take a closer look at MassMutual’s tiny out of home campaign, the same way MassMutual encourages people to take a closer look at their finances.
Role: Concept + Art
Made with:
Dohee Kim (Partner - Art)
Samira Ansari (GCD)
Kevin Watkins (CD - Art)
Hope Nardini (CD - Copy)
Emily Haugbro (Junior Art Director)
Talia Bernicker (Junior Copywriter)
All miniature billboards were shopped for and created by myself and the team.
Link to Case Study Video
Awards & Recognitions
The Drum: MassMutual And Johannes Leonardo For ‘Small Acts’
MediaPost: MassMutual Plans Tiny (Literally) Derby Effort
Little Black Book: Is This The World’s Smallest OOH Campaign?
Muse By Clio: Why MassMutual Put Tiny Billboards All Over Churchill Downs
The Drum: Kentucky Derby Is Courting The Younger Audience Through Brand Activations