MATT GENNÉ | SR CW 
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BETTER CALL SAUL PREMIERE


CINNABON
BE NIMBLE
MOBILE

Cinnabon loves the in-joke that Better Call Saul’s Saul Goodman is living a desaturated life-on-the-lam as a Cinnabon manager after the events of Breaking Bad.

So when AMC announced the new season of Better Call Saul, my content team worked with Cinnabon to promote an exclusive preview of the show and a chance to win “a briefcase full of cash”—Saul Goodman style. With little time and no budget, we created a series of social shorts to promote the preview and sweepstakes, in which a secretive associate of Saul’s is trying to score some Cinnabon.

“The Burner” social short


“The Swap” social short


“The Escape” social short


“Lid Flip” social short


Of course, sometimes the best way to charm up a post is with gut-level GIF.

Like this one for Better Call Saul superfans...

...and this one for everyone else.


Our black-and-white Instagram grid broke through the full-color norm on @Cinnabon, teasing the premiere and promoting the sweepstakes.



MATT GENNÉ, SENIOR CONTENT COPYWRITER
me.matt@me.com    +1 404 550-5371
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