MassMutual: Live Mutual

Interdependence, not independence, is our greatest gift.

We live in a time when society pushes us to be independent and makes us feel weak or ashamed if we need help. In an effort to rebrand the 166-year-old life insurance company MassMutual, we created Live Mutual—a campaign that reminds people that it's human nature to need each other, and that it actually makes our lives more fulfilling.

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’