Mutual Mosaics

The brief

Client
  • MassMutual
Work & Expertise
  • Strategy & Content Research
  • Production Planning & Execution
  • Video Production and Content
  • Social Media & Performance Marketing
Role & Company
  • Associate Account Director // Account Lead & Client Partner
    Giant Spoon // New York
MassMutual works hard to improve LGBTQ inclusion for their employees and customers, and their long-standing support and advocacy for the LGBTQ community started in 1998 with the addition of domestic partnership benefits to their HR policies. MassMutual wanted to engage with the San Francisco community and allies through a national campaign inviting them to participate and stand together during Pride Month, and to show MassMutual’s ongoing support to help secure their futures and protect the ones they love while understanding the unique needs of the LGBTQ community.
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The work

We celebrated the LGBTQ+ community with a new digital video campaign and activation at San Francisco Pride. To highlight that “great things happen when we stand together” a custom-made photo booth activation created a composite of all the faces at San Francisco Pride to create a Mutual Mosaic through the brand’s Live Mutual platform which featured real-time user-generated GIFs to nearly 1M people at the event and shared on social, while launching a hero film with The New York Times digital distribution and social assets on digital.

Impressive result

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Fonts / Typography
Raleway
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Passion leads to success

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