MATT GENNÉ | SR CW 
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IT’S REAL NOW


TRANSAMERICA
PLANT A FLAG
INTEGRATED

Transamerica had become an unknown, unemotional brand. It wanted to reconnect with the public and have a conversation with potential customers. But to get the conversation going, Transamerica needed to prove it could talk like a real person.

So we created a branded content series that takes an unflinching look at life's big moments. Like childbirth, divorce, retirement, or the death of a spouse. When you say, “It’s real now.” When you need a company like Transamerica.

“Family” branded content


We ran a series of 19 interconnected vignettes on Transamerica.com. After watching a video, you could back up and experience the same chapter from another character's POV, as in the two examples below.

“Laps” branded content


“What If?” branded content


The campaign introduced you to couples having babies, couples splitting up, and babies heading off to college. 

“Newborn” branded content


“Drop Off” branded content


“Growing Up” branded content


“College Girl” branded content


This long-form anthem ran on social and introduced all the characters.



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