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Is This The World's Smallest OOH Campaign?

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Johannes Leonardo set to launch 'Small Acts' for MassMutual at the Kentucky Derby

Is This The World's Smallest OOH Campaign?
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.
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Brand: MassMutual

Head of Brand: Jennifer Halloran

Advertising Director: Christa Perry

Marketing Consultant: Kaitlyn Swierzewsky

Head of Brand Activation and Engagement: Kristin Lane

Post Production / VFX

Post Production Company: TBD


Sound Company: TBD


Animation Company: HIERONYMUS

Creative Agency


Chief Creative Officer: Jan Jacobs, Leo Premutico

Creative Director: Kevin Watkins, Hope Nardini

Copywriter: Talia Berniker, Phoebe Talbot

Art Director: Emily Haughbro, Kimberly Scott

Producer: Phil Guignon,

Group Creative Director: Samira Ansari

Intern: Dohee Kim, Haeun Kim (Creative)

Associate Design Director: Esther Park

Designer: Christina Hillman

Head of Creative Services: Michelle Moscone

Project Manager: John Thomas Shults

Head of Integrated Production: Dana May

Executive Producer: Darbi Fretwell

Senior Producer: Maria Elena Lopez Frank (Activation)

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

Head of Accounts: Emily Wilcox

Production Company

Production Company: Pamala Billman

Executive Producer: Abby Rosenthal

CEO : Tristan Brennan

Senior Producer: Niamh Allen

Associate Producer: Jennifer Webb

Account Supervisor: Leigh Anne Penfield

Operations Director: Danielle Steger


Edit Company: TBD

Categories: Insurance, Finance

Johannes Leonardo, Wed, 01 May 2019 14:18:30 GMT