“BUILDING A WORLD THAT WORKS” DIGITAL CAMPAIGN
In GE’s long storied history, they’ve only had 12 taglines. When our clients approached us to help unveil their 13th tagline, “Building a World that Works” what better way to celebrate this momentous occasion than by showing the global impact General Electric has by launching a 24-hour activation that shines a spotlight on the tremendous work by GE’s employees in each time zone every single hour. This campaign would go on to be the recipient of the Gold and Silver Honors at the 12th Annual Shorty Awards.
“BUILDING A WORLD THAT WORKS” PRODUCTION
Due to the timing of the campaign development, Covid-19 had spread globally and halted all productions. This campaign is living proof that when resources are scarce, creativity truly flourishes. We closely worked with GE’s Global Brand team and their regional counterparts to identify employees in each time zone who were not only comfortable telling their stories but were able to capture video of them at their job and give us a glimpse of what day in their life is like. Coordinating all of this was no small feat, but knowing that large parts of their job dealt with highly sensitive business information was another. We worked closely with numerous legal teams from each of GE’s entities to identify what could be shown and constantly tweak each story. Because of the UGC quality of the video footage and notable language barriers, we landed on a graphic treatment that was unmistakably GE to do the heavy lifting.
“BUILDING A WORLD THAT WORKS” 3D ANIMATION
Each timezone required a unique animation that transported the viewer to the location and then off to the next location. I managed the creative visual identity exploration that would inform the graphic treatment developed by our 3rd party vendor that aligned with GE’s brand. In all, we created 24 custom animations that we could then add to the beginning of each video to transport the viewer from one timezone to the next. I facilitated the exploration of what audio and visual cues could compel viewers, who were both watching just one hour or every hour, was no small feat and required us to think strategically from a storytelling, branding, and logistical perspective.