Clever Creative: Authentically Singing the Praises of Humanity

MassMutual and creative agency Johannes Leonardo produced a year-end video representation of the iconic song, “I’ll Stand by You.”

Clever Creative: Authentically Singing the Praises of Humanity

Posted Friday December 22nd, 2017 by in Creativity + Art.

It’s been a rough year. It really has. You can’t turn on the news without seeing something terrible. And in times like these, it’s hard not to lose faith, or at the very least, become a little disappointed in humanity. So when we heard that MassMutual and creative agency Johannes Leonardo produced a year-end video representation of the iconic song, “I’ll Stand by You,” we watched and listened. We think you should too.

This two-minute video is part of a larger campaign titled “The Unsung.” Jan Jacobs of Johannes Leonardo explains in an article with Adweek:

The campaign also includes some print work, as well as a media deal with CNN and Great Big Story. There will be six documentary-style films done by CNN’s brand studio that will dive deeper into some of these stories featured in the original spot. Those will roll out throughout the holiday season across Great Big Story and air on CNN and CNN Airport Network.

Two of the longer spots are already online:

Why does this campaign work for MassMutual?

Let’s face it: The general feeling surrounding the insurance industry isn’t exactly warm and fuzzy, but when it comes down to it, the whole point of insurance is to take care of you and the people you love. Visit MassMutual’s page and the first words you’ll see are: “MassMutual helps you secure your future and protect the ones you love.”

The problem is that when companies try to reflect this sentiment in ads, it comes out forced and inauthentic. MassMutual and Johannes Leonardo circumvent this problem by presenting stories and footage of actual “unsung” heroes that came forth and helped people in their time of need. Their message couldn’t be any more authentic or significant as we wrap up the year.

Judging by the tears watching the video provoked in a few GEMites, we think the campaign is a success. Maybe there is hope for humanity after all. What do you think?

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s installment of Clever Creative!


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