Why MassMutual Put Tiny Billboards All Over Churchill Downs for the Kentucky Derby

Lots of people lug binoculars to the Kentucky Derby to get a better look at “the greatest two minutes in sports.” But this weekend, they’ll be able to put those binoculars to even better use—looking at advertising! 

MassMutual, a partner of the Derby, has put up about 20 tiny billboards around Churchill Downs—in areas like the stadium, the infield, roof beams, etc. 

The “Small Acts” campaign was created by Johannes Leonardo. The point of the tiny executions? Even small financial commitments today can make a big difference down the line. 

See the creative here: 

“Knowing that only 25 percent of Americans have a financial plan, we wanted to highlight that a small financial contribution today can make a big difference in the future by leveraging a captive audience at the Derby,” says Samira Ansari, group creative director at JL. “We are thrilled to see the activation come to life this weekend as part of a bigger brand partnership between the Derby and MassMutual.”