MassMutual faced serious competitive headwinds as the brand was outspent in the financial services
    category by nearly 5X, but wanted to reach new consumers. 

    Idea:  Hit viewers with raw, vulnerable honesty by launching a campaign that defied convention and
    forced consumers to get comfortable with the uncomfortable realities involved in financial planning. 

    The result: An increase in new customers by 20% and increased overall
    customers by 5%, hitting a 6-year high for the brand. 

    In 2023 the Uncomfortable Truths campaign won the prestigious Effie Award
    for most effective advertising in the Financial category.