when did depending on others become wrong?
somewhere along the path to independence, we forgot how important it is to need, and to be needed.
In a category that’s about being prepared for death, we helped MassMutual launch Live Mutual—a celebration of living fully through others.
More than just a brand campaign, it’s a rallying cry to help Americans recognize that depending on one another lets us experience life more deeply, and with more joy.
As part of a full rebrand effort, Live Mutual aims to share the company's 166-year-old values with a new generation of consumers in need of financial guidance. The launch spot, "Two Ways," shines a light on our inherent interdependence, challenging viewers to reappraise the small moments in their lives.
:60 "two ways"
Additional fifteen-second ads also call out the importance of our seemingly quiet, everyday interactions that are so easily overlooked. The TV work is supported by headline-driven billboards in key markets, as well as radio and newspaper ads.
A motif through out the work was the relationship between small moments and the universe as a whole, juxtaposing these small moments against big celestial events.
Swimming underwater to a sky filled with stars
The turning of a lightbulb to the sun rising
The spinning of a tire to the orbit of the earth.
Leo Premutico, Founder & CCO
Jan Jacobs, Founder & CCO
Kasia Canning, Creative Director
Tommy Woods, Jr. Copywriter
Jacob Mehringer, Jr. Art Director
Andree Ljutica, Designer
Nina Gonzales, Production Designer
Sarah Wasley, Design Intern
Amanda Kim, Copywriter Intern
Dana May, Head of Production
Kristin Larson, Senior Integrated Producer
Shami La Court, Senior Integrated Producer
Michelle Moscone, Director of Creative Services
Emily Wilcox, Head of Account Management
Anne Marie Turbitt, Senior Business Affairs Manager
Kate Behne, Account Director
Adam Rubin, Management Supervisor
Mark Aronson, Head of Strategy
Mary Bakarich, Strategy Director
Ben Breier, Strategist
Brent Harris, Skunk
Adam Marshall, Whitehouse
Title: "Slow Motion"
Jon Notar, Composer
Mike Vitacco, Sound Engineer