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Johannes Leonardo thinks small in its Kentucky Derby ad for MassMutual. Really small.
The agency created the world’s smallest OOH campaign for the brand, entitled “Small Acts.” MassMutual is taking over Churchill Downs with a series of 20 miniatures created by Johannes Leonardo during The Oaks (the marquee race preceding the Kentucky Derby) on Friday and the during the Kentucky Derby on Saturday.
The miniatures will be placed around key areas of the grounds, such as roof beams and the infield.
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