Whatever life throws at you, we’ll get through it together.

MassMutual partnered with The Fantastical to create a campaign that would inspire people in the Multicultural and Small-to-Medium-Sized Business markets to start working with a MassMutual financial professional or leverage an existing relationship. The challenge was to convey that they understand the struggles their business/culture is facing—especially when it comes to weathering storms and remaining financially secure despite volatility. The launch was timed with the onset of the COVID-19 global pandemic in the American market and was rolled out in three phases: control, recovery and looking ahead. MassMutual set an aggressive goal to have 65% of their financial professionals successfully adopt and use this campaign by phase 3 of their market plan. That goal was exceeded in phase 1, which speaks to the relatability of the campaign both for financial professionals and their clients.

The project
Brand strategy
Ongoing creative
Photo and video libraries
Social content