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
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.
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
Animation Company: HIERONYMUS
Creative Agency: JOHANNES LEONARDO
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: 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
Categories: Insurance, FinanceJohannes Leonardo, Wed, 01 May 2019 14:18:30 GMT