MASS
MUTUAL – 
FINANCIAL 
CURVEBALLS:

*2012 IFCA Awards Winner: Best In Show for Social Networking

When Fenway was about to celebrate its centennial (that’s a 100-year anniversary for those of you who skipped my Dictionary.com campaign), we saw an opportunity to reinforce MassMutual’s messaging as—just as Fenway proved to be—an institution of time-tested stability. Batter up! Curveballs happen in baseball almost as often as they do real life. Using a combination of baseball and financial situations, we created Financial Curveballs, a home run derby-style game where users answer as many questions as they can before striking out. Can you hit all of life’s financial curveballs? Don’t worry. MassMutual’s there to help when you can’t.

A virtual baseball game webpage with a pop-up advertisement for MassMutual, encouraging users to test their knowledge of baseball and learn financial facts, featuring a baseball field background and social media share buttons.
Facebook page promoting an online game called 'Financial Curveballs' by MassMutual, with a baseball field background, a large game logo, and buttons for starting the game, with additional options for retirement, protecting loved ones, and growing a business.
A Facebook quiz game titled "Can You Hit 'Em All?" themed around baseball, showing a baseball field background, a draft pick card with a woman, and baseballs at the bottom. The game features a question about the oldest major league baseball player, with multiple-choice answers and a submit button.
Facebook baseball-themed game promotion with a baseball field background, a scoreboard showing a triple, a draft pick card with a woman, and MLB-themed advertisements.
Screenshot of a baseball video webpage featuring a player in a New York Mets uniform on the field.

OLA

Advertisements about financial knowledge and baseball trivia by MassMutual. The images include phrases like 'Are you ready for all of life's curveballs?', 'Prove it.', and a baseball-related quiz asking if the oldest baseball player was 58, 59, or 60 years old.
Three digital banners promoting baseball knowledge and financial education by MassMutual. The first states that a lot can happen in 100 years of baseball, the second asks how well you've kept up, and the third encourages testing baseball knowledge and learning financial facts with a 'Visit & Play' button.
A six-panel visual advertisement featuring baseballs and financial content. The top row shows close-ups of baseballs with red stitching. The second row includes a baseball breaking a surface with the word 'CRACK!', a baseball with a message about baseballs and financial futures, and an informational panel asking if you can hit 'em all, promoting a financial literacy game by MassMutual.
Close-up of worn baseball glove holding a vintage baseball with red stitching, surrounded by other similar gloves.

Print

PROJECTS (cont.)

Orange background with a small medical cross icon at the top. Text in the center reads: 'It's time to ask if you're still eating because you're hungry.' At the bottom, the words 'Copy Writer Plus' are styled in white and red fonts.
A graphic with an orange background, white text, and a red cross icon. The text discusses a campaign about life insurance saying, 'This campaign told people to stop worrying about life insurance. Their kids will handle it.' The logo 'Copy Writer Plus' appears at the bottom

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