MassMutual | Uncomfortable Truths | 2021
THE ASK
Develop a category-disruptive brand campaign that builds on the MassMutual’s legacy of interdependence & prompts prospective clients to work with the brand.
Taking care of your & your family’s finances often means confronting uncomfortable truths – about money & mortality – leading many to avoid it altogether.
Over half of parents expect financial assistance from their kids during retirement years.
Every 7 seconds, Americans suffer a disabling illness or injury.
98% of kids won’t get an athletic scholarship.
THE INSIGHT
Depict relatable families grappling with relevant, product-specific financial questions in a humorous way to help prospective clients get comfortable taking on the uncomfortable of their finances with MassMutual & its advisors.
THE IDEA
+14% in marketing-driven profit
+17% in new customers
+6% points in Consideration
+5% points in Affinity
BRAND IMPACT
Effie Awards | Silver
YouTube Works | Grand Prix
FCS Portfolio Awards | Gold
Hatch Awards | Gold
AWARDS