When it comes to making great sponsored content, story is everything—and these Boston-based agencies and brands totally nailed it.

The Unsung, MassMutual 

In 2017, Springfield-based MassMutual sponsored a series of videos highlighting how small acts of kindness can make a difference. They revisited their unsung heroes in 2020—a year that showed us all the power of coming together.

The Local, MullenLowe for Royal Caribbean

The modern traveler doesn’t want to be a bumbling tourist; they want to experience a destination like a local. So, MullenLowe created a film series that introduces travelers to the culture of the destination through the people to whom it truly belongs, the locals.

Be An Outsider At Work, Jack Morton Worldwide for L.L. Bean 

Before we were all working at home, L.L. Bean decided to shake up the workday by bringing it outside. With a campaign designed by Jack Morton Worldwide, the brand offered pop-up collaboration spaces inspired by nature, and tips that inspired people to get “out of office.”

Co.Lab, Red Hat 

With the first-ever Co.Lab in 2017, the software company Red Hat invited girls from Boston middle schools to participate in a weekend-long STEAM event. Students worked together to create an exhibition of photographs, captured on cameras they helped program, which were displayed across the city–including at City Hall.

JAMRS Cyber Challenge, MullenLowe for the Department of Defense 

As cyber terrorists increasingly target our nation’s infrastructure, the U.S. Military needs a growing number of elite cyber warriors to defend these systems. To find this next generation of servicemembers, MullenLowe created cybermission.tech, an immersive experience designed to appeal to the problem-solving hunger in the gaming community. Inspired by Department of Defense cyber missions, this authentic simulation gives would-be cyber warriors the opportunity to test their skills against one of the world’s biggest problems. Once they explore the scope of the military’s cyber operations—and posted their scores—they were led to video content of real cyber warriors and job descriptions to learn more.

Dear Scientist, Studio/B for Pfizer

Okay, we’re giving ourselves a little pat on the back. With “Dear Scientist”, our team at Studio/B partnered with Pfizer to tell the moving stories of real patients living with long-term illness. Each story culminates in a face-to-face meeting between the patient a researcher at Pfizer, helping make a powerful connection between the reality of the patient’s life, and the hope for the future.

The 55^th Valentine, Hill Holiday for Sweethearts

Hill Holiday helped the maker of the iconic candy hearts tell a very sweet story for Valentine’s Day. The video features Jack and George, who celebrated their 55^th Valentine’s Day as a couple–and first as a legally married pair.

New Receipt, Matter for CVS

The very, very long CVS receipts were once the subject of many, many jokes. As Boston-based agency Matter was working with CVS on a different campaign, they saw an opportunity to join in the fun, getting the company’s president to take on the topic on Jimmy Kimmel Live.

Reebok Series; “Fuel the Fire” – David Jack from Steve Kolander on Vimeo.

Fuel the Fire, Small Army for Reebok

Boston-based agency Small Army inspired fitness trainers to join Reebok’s special rewards program with a series of short films starring some of the world’s leading workout professionals.

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Project #ShowUs, Publicis Sapient for Dove 

Dove made a splash with their Real Beauty campaign way back in 2013 and have kept the momentum going ever since. In 2020, with the help of Publics Sapient, they created Project #ShowUs, an initiative to gather more inclusive stock imagery in collaboration with Getty Images.