The Unsung

Celebrating heroes across the country doing good for others, and giving Americans hope
by injecting positivity in the final moments of the year.

The brief

Client
  • MassMutual
Work & Expertise
  • Strategy Development
  • Production Planning & Execution
  • Live Production and Content
  • Media Buying & Social
Role & Company
  • Associate Account Director // Account Lead & Client Partner
    Giant Spoon // New York

Following their 2017 rebranding, MassMutual faced the challenge of boosting brand awareness from under 2% to household recognition. Against the backdrop of global turmoil, their year-end campaign focused on spotlighting unsung heroes, reshaping perceptions, and fostering engagement. Leveraging New Year’s Eve as a cultural moment, they aimed to uplift communities with heartwarming narratives and be the beacon of hope for the year’s end.

The work

In collaboration with Great Big Story (GBS), renowned for their ability to tell uplifting stories, we produced a series of short documentaries profiling unsung heroes from across the country. These narratives were skillfully woven together, set to the emotionally resonant song “I’ll Stand by You.” A multi-channel approach was employed, with social, print, airport billboards, and radio assets driving traffic to TheUnsung.com, where branded content further engaged audiences.

On New Year’s Eve, the documentaries aired with editorial integrations throughout the day, building anticipation for the campaign’s climax. As the centerpiece, MassMutual secured exclusive advertising rights for the 11pm-12am broadcast on CNN. The campaign culminated in a poignant two-minute live event honoring the unsung heroes, broadcast in the final moments of the year, ensuring MassMutual had the last word of 2017.

The Unsung Campaign

Positive responses proved we met our objective: “ad of the year,” “the most beautiful exit to 2017,” and “a beacon of hope into the new year.”

Impressive result

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Passion leads to success

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