https://mattgenne.com Matt Genné | CD/Copywriter Fri, 03 Nov 2017 04:30:28 +0000 https://mattgenne.com en https://mattgenne.com/HOME-PAGE Wed, 25 Oct 2017 18:27:02 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/HOME-PAGE MATT GENNÉCreative Director/Copywriter ︎ https://mattgenne.com/Work Wed, 25 Oct 2017 18:27:01 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Work /WORK <img width="700" height="394" width_o="700" height_o="394" data-src="https://freight.cargo.site/t/original/i/101663a5697e161859243256d0a107fb70c99ff5952022ed402d8ff89074b873/marines-239-thumb.jpg" data-mid="10426524" border="0" src="https://freight.cargo.site/w/700/i/101663a5697e161859243256d0a107fb70c99ff5952022ed402d8ff89074b873/marines-239-thumb.jpg" /> HAPPY BIRTHDAY! OORAH!Marines <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/d5205f836c88472412dad2d1d937a11867f6012b1a52be69ed4a677f469b76a2/giphy-6.gif" data-mid="11026025" border="0" src="https://freight.cargo.site/w/480/i/d5205f836c88472412dad2d1d937a11867f6012b1a52be69ed4a677f469b76a2/giphy-6.gif" />BUILD YOUR OWN SETS,CAST YOUR OWN KIDSCarvel <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/dcbe2a0327e9973066c20b127442865eeeaa2d700650bdd9301059423cbbb8d7/giphy-21.gif" data-mid="10426803" border="0" src="https://freight.cargo.site/w/480/i/dcbe2a0327e9973066c20b127442865eeeaa2d700650bdd9301059423cbbb8d7/giphy-21.gif" /> BETTER CALL SAUL PREMIERECinnabon <img width="384" height="480" width_o="384" height_o="480" data-src="https://freight.cargo.site/t/original/i/e4f5b285b14f42df8b02166f19f7d8f903a6539f1f0fe16d0eb6e93b723970df/giphy-copy.gif" data-mid="10426778" border="0" data-scale="100" src="https://freight.cargo.site/w/384/i/e4f5b285b14f42df8b02166f19f7d8f903a6539f1f0fe16d0eb6e93b723970df/giphy-copy.gif" />CRAVEABLE IN 6-TO-10 SECONDSCinnabon <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/f588811d974d6ca8acb474fef5e81adfcb4434210549b090a0cd81a1ae388b54/prt_400x400_1395631186-2.jpg" data-mid="10488810" border="0" src="https://freight.cargo.site/w/400/i/f588811d974d6ca8acb474fef5e81adfcb4434210549b090a0cd81a1ae388b54/prt_400x400_1395631186-2.jpg" /> MEET THE CONSEQUENCESNational Flood Insurance Program <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/ae819efd1f4570292eac0fafac3239976d30eaa58382e184a1c71b2ae167f074/floody-living-thumb-2.jpg" data-mid="10488809" border="0" src="https://freight.cargo.site/w/400/i/ae819efd1f4570292eac0fafac3239976d30eaa58382e184a1c71b2ae167f074/floody-living-thumb-2.jpg" />LIVING WITH THE CONSEQUENCESNational Flood Insurance Program <img width="3264" height="2448" width_o="3264" height_o="2448" data-src="https://freight.cargo.site/t/original/i/f8c0c1bad61de4abbf816f116a68699ccd23d54b287dfd85add1d750101f9eda/IMG_2905.jpg" data-mid="10426523" border="0" src="https://freight.cargo.site/w/1000/i/f8c0c1bad61de4abbf816f116a68699ccd23d54b287dfd85add1d750101f9eda/IMG_2905.jpg" /> I HEART THE IN-HOUSE TEAMCarvel <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/0d72a47176bc92ad0d56181f0a64e9186bcf7a67d31a77d8caa7cd2b8027684c/prt_400x400_1496603440.png" data-mid="10426537" border="0" src="https://freight.cargo.site/w/400/i/0d72a47176bc92ad0d56181f0a64e9186bcf7a67d31a77d8caa7cd2b8027684c/prt_400x400_1496603440.png" />TRAINING WITH THE TEA FREAKSMcAlister’s Deli <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/c514c435b49fe3c46ebb4b87f1449f21503fd71e0c680035db1cea6763ecbe67/prt_400x400_1460784006_2x.jpg" data-mid="10426532" border="0" src="https://freight.cargo.site/w/800/i/c514c435b49fe3c46ebb4b87f1449f21503fd71e0c680035db1cea6763ecbe67/prt_400x400_1460784006_2x.jpg" />WHERE THE MAGIC HAPPENSCarvel <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/947134c76fa1f5a5decf9f1562810c71c905d7ad9653a531ce92fa8229c533cb/prt_400x400_1428036341.jpg" data-mid="10426531" border="0" src="https://freight.cargo.site/w/400/i/947134c76fa1f5a5decf9f1562810c71c905d7ad9653a531ce92fa8229c533cb/prt_400x400_1428036341.jpg" />IT’S REAL NOWTransamerica <img width="2649" height="1490" width_o="2649" height_o="1490" data-src="https://freight.cargo.site/t/original/i/f6951c2cd26ced9e235f6d26b7c3e37325a2bc2295b08b7e4ef0b01cc564e7b2/Screen-Shot-2018-02-11-at-11.32.02-PM.png" data-mid="11087925" border="0" src="https://freight.cargo.site/w/1000/i/f6951c2cd26ced9e235f6d26b7c3e37325a2bc2295b08b7e4ef0b01cc564e7b2/Screen-Shot-2018-02-11-at-11.32.02-PM.png" />MOE’S TAKES TO THE SKY Moe’s Southwest Grill <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/b91ab80088a091fb71a010de79087cf12bf886a88e4fa15b8b6d778f74beca6f/forusall-thumb.jpg" data-mid="10426521" border="0" src="https://freight.cargo.site/w/400/i/b91ab80088a091fb71a010de79087cf12bf886a88e4fa15b8b6d778f74beca6f/forusall-thumb.jpg" /> FOR US ALLMarines <img width="400" height="500" width_o="400" height_o="500" data-src="https://freight.cargo.site/t/original/i/d6fc15c848efddf821b45193a2df02888ad8acfa8b003b7ed5e8773bb6e6da1f/hand-moes-thumb-400.jpg" data-mid="10457319" border="0" src="https://freight.cargo.site/w/400/i/d6fc15c848efddf821b45193a2df02888ad8acfa8b003b7ed5e8773bb6e6da1f/hand-moes-thumb-400.jpg" /> HAND SLICED. NO, REALLY.Moe’s Southwest Grill <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/5f1afd148375753439c43810c6829edb7c5e3fd85b44d1ccf335b17e387853aa/prt_400x400_1423542648.jpg" data-mid="10453298" border="0" src="https://freight.cargo.site/w/400/i/5f1afd148375753439c43810c6829edb7c5e3fd85b44d1ccf335b17e387853aa/prt_400x400_1423542648.jpg" /> MR. JACKSONNike Training <img width="400" height="320" width_o="400" height_o="320" data-src="https://freight.cargo.site/t/original/i/97f2201e2a9199df301a6ec0f0bf06925c570bcd996bb4204e1499ee8eaf7892/Moes-2017-27Cllub-WithKillamari_3569-400.jpg" data-mid="10457056" border="0" src="https://freight.cargo.site/w/400/i/97f2201e2a9199df301a6ec0f0bf06925c570bcd996bb4204e1499ee8eaf7892/Moes-2017-27Cllub-WithKillamari_3569-400.jpg" /> THE 27 CLUBMoe’s Southwest Grill <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/9b52ed704c15e65d4736ef76e68defac760b0f6a05a19bb8462bbecc0388b57d/prt_400x400_1416010960.jpg" data-mid="10426530" border="0" src="https://freight.cargo.site/w/400/i/9b52ed704c15e65d4736ef76e68defac760b0f6a05a19bb8462bbecc0388b57d/prt_400x400_1416010960.jpg" /> ZACH JOHNSON’S BRAINSTransamerica <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/5ef3013061ec8b3ac77d4479e6a5624d61dd86ece7d8da39b4707c3338601d8e/prt_400x400_1395725589-2.png" data-mid="10427093" border="0" src="https://freight.cargo.site/w/400/i/5ef3013061ec8b3ac77d4479e6a5624d61dd86ece7d8da39b4707c3338601d8e/prt_400x400_1395725589-2.png" /> MAKE GUM FUNDentyne Ice <img width="400" height="225" width_o="400" height_o="225" data-src="https://freight.cargo.site/t/original/i/ebe682d27eae399210ce50f6bcddae12cab58b0555817df79946c1716a80c14b/moe-s-thumb.jpg" data-mid="10456728" border="0" src="https://freight.cargo.site/w/400/i/ebe682d27eae399210ce50f6bcddae12cab58b0555817df79946c1716a80c14b/moe-s-thumb.jpg" /> MOE’S + ATLANTA UNITEDMoe’s Southwest Grill <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/6480c12ade38c55eb42179de3b8ce16633a500899874a86353fb9c6b0064b8df/prt_400x400_1400210468.jpg" data-mid="10426528" border="0" src="https://freight.cargo.site/w/400/i/6480c12ade38c55eb42179de3b8ce16633a500899874a86353fb9c6b0064b8df/prt_400x400_1400210468.jpg" /> DAMMIT I STILL LIKE THIS CAMPAIGNUni-ball<img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/d3b9d93962bea178f5c889fe473ac8d05f062fa7f1c9902866bc21797e376cbc/gillette-salute-400pxsq.jpg" data-mid="10426554" border="0" src="https://freight.cargo.site/w/400/i/d3b9d93962bea178f5c889fe473ac8d05f062fa7f1c9902866bc21797e376cbc/gillette-salute-400pxsq.jpg" />EXPANDING TO EASTERN EUROPE Gillette <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/1a7e1188d66b14cdbae61af3cf6b6c379ed379eab71461486162fd12cccdbedf/prt_400x400_1408102845.jpg" data-mid="10426529" border="0" src="https://freight.cargo.site/w/400/i/1a7e1188d66b14cdbae61af3cf6b6c379ed379eab71461486162fd12cccdbedf/prt_400x400_1408102845.jpg" /> THE COOLEST DAD IN SCHOOL SCANA Energy https://mattgenne.com/Belief Thu, 02 Nov 2017 15:01:52 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Belief /BELIEFBrands are people we know. They make us laugh, engage our senses, inspire our dreams. When a brand speaks to us, the relationship is magical. Sometimes it’s as simple as the brand making our day. Sometimes it’s defining something deeper about who we are.&nbsp; A brand that gets us and lives our life with us is one we can’t ignore. My job is to help a brand show us who it is so it can thrive in the world. https://mattgenne.com/Brands Wed, 01 Nov 2017 23:30:00 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Brands /BRANDS Carvel Cinnabon Dentyne IceGillette Marines McAlister’s Deli Moe’s Southwest Grill National Flood Insurance Program Nike Training SCANA Energy Transamerica Uni-ball https://mattgenne.com/How Wed, 01 Nov 2017 23:41:54 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/How /HOWI’ve written brand stories in a lot of ways. These approaches are my favorites:&nbsp; EXTEND THE STORY In other words, find fresh ways to add to the brand narrative. PLANT A FLAG Stake out new ground by building on what’s already true about the brand. DISRUPTZig when they expect you to zag. Be different on purpose, so the work compels the audience to see the brand differently. BE NIMBLEIn the spirit of “better done than perfect,” work fast, work smart. Get the work out there to take advantage of the moment. https://mattgenne.com/About Fri, 03 Nov 2017 03:37:11 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/About /ABOUT Hi! I’m an experienced copywriter, content creator and CD. But there were a few twists and turns on the road to *now*. Like how right after college I taught English in a Native village in western Alaska, before finding my way to McCann New York as a copywriter on Gillette, Nikon, Mobil 1, Uni-ball, Kohl’s and Dentyne. Then I wrote the creative for Topamax, a $2 billion Ortho-McNeil brand. In 2010 I joined J. Walter Thompson Atlanta where I guided Transamerica’s brand relaunch and created campaigns for FEMA, SCANA Energy and the US Marine Corps. At Focus Brands I rolled out and led the agency’s first content team, serving Moe’s, McAlister’s, Carvel and Cinnabon. I'm a graduate of the Copywriting program at Miami Ad School @Portfolio Center and the University of Missouri–St. Louis. /CV2021–nowSenior Copywriter (Remote) &nbsp; &nbsp; &nbsp; &nbsp;New Honor Society / an FCB Company, St. Louis 2017–2021Freelance CD/Copywriter &nbsp; &nbsp; &nbsp;&nbsp; Maginate LLC, Atlanta &amp; St. Louis 2019–2020Senior Copywriter &nbsp; &nbsp; &nbsp; &nbsp;HLK, St. Louis 2015–2017CD, Content; CD, Snack Brands&nbsp; &nbsp; &nbsp; &nbsp; Focus Brands, Atlanta 2010–2015ACD/Copywriter&nbsp; &nbsp; &nbsp; &nbsp; J. Walter Thompson Atlanta 2008–2010ACD/Copywriter, Digital Content &nbsp; &nbsp; &nbsp;&nbsp; Contract &amp; freelance 2006–2008ACD/Copywriter&nbsp; &nbsp; &nbsp; &nbsp; GSW, Philadelphia 2003–2006Copywriter&nbsp; &nbsp; &nbsp; &nbsp; McCann New York 2002Graduate, Copywriting&nbsp; &nbsp; &nbsp; &nbsp; Miami Ad School @Portfolio Center, Atlanta LINKS Mastodon <img width="30" height="21" width_o="30" height_o="21" data-src="https://freight.cargo.site/t/original/i/94b54c6e62d92d0787e89e838377f8adf6a1f1795270e6d6f6df8ea9f04de817/In-White-21px-R.png" data-mid="12461619" border="0" src="https://freight.cargo.site/w/30/i/94b54c6e62d92d0787e89e838377f8adf6a1f1795270e6d6f6df8ea9f04de817/In-White-21px-R.png" /> /RÉSUMÉ PDFClick to download résumé https://mattgenne.com/Contact Fri, 03 Nov 2017 04:30:28 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Contact /CONTACT Matt Gennémattgenne@gmail.com +1 404 550-5371 <img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/4e83f29aadebbfd5a234df28e274b09be331d1d7fde1c33b5babd3863ed65f24/Transamerica-to-Hawaii-1981011-400px_o.jpg" data-mid="6140540" border="0" data-scale="100" src="https://freight.cargo.site/w/400/i/4e83f29aadebbfd5a234df28e274b09be331d1d7fde1c33b5babd3863ed65f24/Transamerica-to-Hawaii-1981011-400px_o.jpg" />The plan was to play shortstop for the Cardinals. Oh well. https://mattgenne.com/Work-2 Fri, 03 Nov 2017 03:02:47 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Work-2 /WORK https://mattgenne.com/Happy-Birthday-OORAH Sat, 28 Oct 2017 23:53:38 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Happy-Birthday-OORAH HAPPY BIRTHDAY! OORAH! MARINES EXTEND THE STORY MOBILE The Marine Corps birthday—November 10, 1775—is a big deal in Marines culture. The challenge here was to take something exclusive to the culture of the Marines and make it more inclusive to their target: prospective recruits. We saw an opportunity to make the Marines' annual birthday video more relevant, since the previous year's video had just 46,000 views. Our answer was to create three sharable video shorts. The launch video, “The Hymn,” which uses the sounds of the Corps to “perform” the Marines Hymn, hit 1 million views in 7 hours. “The Hymn” By the end of the week, our campaign hit 5 million views on the Marines' Facebook page alone, and we got a-million-plus additional views from reposts. “The Challenge” For the first time, "Happy Birthday Marines” and “Happy 239th Birthday” were globally trending topics on Twitter. The clients loved it. No doubt, ending the year on this high note helped J. Walter Thompson renew its contract with the Marines just a few weeks later and preserve their 68-year relationship. “The Celebration” https://mattgenne.com/Meet-the-Consequences Fri, 27 Oct 2017 17:11:24 +0000 Matt Genné | CD/Copywriter https://mattgenne.com/Meet-the-Consequences MEET THE CONSEQUENCES NATIONAL FLOOD INSURANCE PROGRAM DISRUPT INTEGRATED Even though hurricanes and other flood disasters are more and more common, not enough Americans have flood insurance. FEMA's National Flood Insurance Program wants homeowners to get it. The big insight? Statistics about flooding—like how much it costs to recover—don't really motivate people. Neither do real-world scenes of flood devastation. But research revealed humor does motivate people—even flood survivors. So we told a story about a couple who literally has to live with the consequences of a flood. “Meet” TV “Bills” TV “Love” TV Print and poster campaign <img width="568" height="735" width_o="568" height_o="735" data-src="https://freight.cargo.site/t/original/i/1aecef49ea5f795b5bd6e8160701b78ea9cbc5dda284922a1d41ecc34f999702/lwtc_print_fam2_lv_a_o_o735pxhigh_568.jpg" data-mid="5908890" border="0" src="https://freight.cargo.site/w/568/i/1aecef49ea5f795b5bd6e8160701b78ea9cbc5dda284922a1d41ecc34f999702/lwtc_print_fam2_lv_a_o_o735pxhigh_568.jpg" /> <img width="568" height="735" width_o="568" height_o="735" data-src="https://freight.cargo.site/t/original/i/7fafe31991b984478762df7df9fece00becd2ebc721fb4191b5e3c0c94411034/lwtc_print_fam2_kit_a_o_o735pxhigh_568.jpg" data-mid="5908889" border="0" src="https://freight.cargo.site/w/568/i/7fafe31991b984478762df7df9fece00becd2ebc721fb4191b5e3c0c94411034/lwtc_print_fam2_kit_a_o_o735pxhigh_568.jpg" /> <img width="568" height="735" width_o="568" height_o="735" data-src="https://freight.cargo.site/t/original/i/507a725d5dc10e6f6933875ff20fb44459d0e97e2262e66e65eb404bb6acc589/lwtc_print_fam2_lv_p_o_o735pxhigh_568.jpg" data-mid="5908891" border="0" src="https://freight.cargo.site/w/568/i/507a725d5dc10e6f6933875ff20fb44459d0e97e2262e66e65eb404bb6acc589/lwtc_print_fam2_lv_p_o_o735pxhigh_568.jpg" /> “Floodswipe” is a mobile game where you attempt to mop up a series of flood-damaged rooms and try to stay ahead of the awful mess that Floody, Muddy and Stench leave behind. Interstitial screens educate users about floods and flood insurance. <img width="810" height="420" width_o="810" height_o="420" data-src="https://freight.cargo.site/t/original/i/6bf866b010a7ec874b4dd6fa837fc61ef898f8e02887baef1f045abceee5f035/Screen-shot-2014-05-16-at-1.20.57-PM_o_o.png" data-mid="5913562" border="0" src="https://freight.cargo.site/w/810/i/6bf866b010a7ec874b4dd6fa837fc61ef898f8e02887baef1f045abceee5f035/Screen-shot-2014-05-16-at-1.20.57-PM_o_o.png" /> <img width="1294" height="636" width_o="1294" height_o="636" data-src="https://freight.cargo.site/t/original/i/f7bcff0ec62225292b40fe314e562a5d540084b73a700cfe36d5b239772fdb55/Screen-shot-2014-05-16-at-1.19.06-PM_o_o.png" data-mid="5913560" border="0" src="https://freight.cargo.site/w/1000/i/f7bcff0ec62225292b40fe314e562a5d540084b73a700cfe36d5b239772fdb55/Screen-shot-2014-05-16-at-1.19.06-PM_o_o.png" /> <img width="1141" height="519" width_o="1141" height_o="519" data-src="https://freight.cargo.site/t/original/i/72834d09549e557769f8d4b7d08a933c6d39f24cdcec01801cc1efc2bfce8210/Screen-shot-2014-05-16-at-1.19.53-PM_o_o.png" data-mid="5913563" border="0" src="https://freight.cargo.site/w/1000/i/72834d09549e557769f8d4b7d08a933c6d39f24cdcec01801cc1efc2bfce8210/Screen-shot-2014-05-16-at-1.19.53-PM_o_o.png" /> “Dress” radio •&nbsp; &nbsp; •&nbsp; &nbsp; • CLICK TO SEE PART 2, “LIVING WITH THE CONSEQUENCES”<img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/a88a2099bcb109eadff607b0af3f42c803464361956b99e657c6002a8ab2f393/giphy-18.gif" data-mid="5913980" border="0" data-scale="21" src="https://freight.cargo.site/w/480/i/a88a2099bcb109eadff607b0af3f42c803464361956b99e657c6002a8ab2f393/giphy-18.gif" />