75% of Americans don’t have a financial plan. But over time, even the smallest contributions can add up in a big way.

MassMutual wanted to convince people that small steps towards your financial future can make a big difference. How could we encourage people to take that very first step during the Kentucky Derby?

We started with the insight that our audience is armed with a new way of seeing, through binoculars.  So we encouraged MassMutual to take over the Kentucky Derby in a way that has never been done before - by creating  the world’s smallest OOH campaign.

We placed 20 miniature billboards around key areas of the venue, so when Derby-goers used binoculars to take a closer look at the race, they came across a little something else - how to pay for their future.