Kids Take Charge MassMutual, 2012

MassMutual has to tackle the less-than-riveting topic of life insurance, so we used a lever that would most resonate with our boomer target — their children. Through a series of “man-on-the-street” interviews and educational “Kids Take Charge” videos, we were able to make the complex simple and the rational emotional: if kids can understand and even afford life insurance, why can’t adults? We then put the entire effort on Facebook, the destination where parents come together to talk about their kids.