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 Derby, featuring only fillies) on Friday, May 3th, and the Kentucky Derby on Saturday, May 4th. This will be the brand’s second year in a row as part of their 3-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 recognising 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.#
Because Derby-goers already use binoculars to get a closer look at the race, JL wanted to encourage them to take a closer look at their finances. 'Small Acts' is a series of approximately 20 miniatures that will be placed around key areas at The Derby including the stadium, the infield, roof beams, etc., that attendees could spot through binoculars on race day.
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.