The World’s Smallest Ad Campaign Is Coming to the Kentucky Derby

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. Naturally, the approach is tied to the message of the campaign. [kickout id="4"] "As a leading life insurance brand, we are always considering new ways to interact with our consumers and touch their lives with powerful brand ideas. With this in mind, our partner Johannes Leonardo came up with an engaging activation campaign to illustrate our belief that small acts of mutuality can make a big difference for your financial future," MassMutual head of brand and advertising Jennifer Halloran explained. She added that the brand wanted to "surprise and delight" Derby-goers in a way that pays homage to the history of the event as MassMutual celebrates its second year as a Kentucky Derby partner. The charmingly diminutive approach takes inspiration from the one item more ubiquitous at the event than oversized hats and mint juleps: the binoculars attendees use to get a closer look at the action on the track. [kickout id="5"] Johannes Leonardo ran with the insight, attempting to address the question, "How could we use this opportunity to get them to take a closer look at their finances?" said Johannes Leonardo group creative director Samira Ansari. "Knowing that only 25% of Americans have a financial plan, we wanted to highlight that a small financial contribution today, can make a big difference in the future by leveraging a captive audience at The Derby," she continued. "We are thrilled to see the activation come to life this weekend as part of a bigger brand partnership between The Derby and MassMutual." [kickout id="6"] CREDITS Client: MassMutual Head of Brand and Advertising: Jennifer Halloran Head of Brand Activation and Engagement: Kristin Lane Advertising Director: Christa Perry Marketing Consultant: Kaitlyn Swierzewsky Agency: Johannes Leonardo Chief Creative Officer: Jan Jacobs Chief Creative Officer: Leo Premutico Group Creative Director: Samira Ansari Creative Director: Kevin Watkins Creative Director: Hope Nardini Copywriter: Talia Berniker Art Director: Emily Haughbro Copywriter: Phoebe Talbot Art Director: Kimberly Scott Creative Intern: Dohee Kim Creative Intern: Haeun Kim Associate Design Director: Esther Park Designer: Christina Hillman Director of Creative Services: Michelle Moscone Project Manager: John Thomas Shults Head of Integrated Production: Dana May Executive Producer: Darbi Fretwell Senior Activation Producer: Maria Elena Lopez Frank Producer: Phil Guignon Head of Accounts: Emily Wilcox 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 Activation Production Company:TH Productions Founder/CEO: Tristan Brennan Account Supervisor: Leigh Anne Penfield Executive Producer: Abby Rosenthal Senior Producer: Niamh Allen Associate Producer: Jennifer Webb Operations Director: Danielle Steger Animation House: Hieronymous