Brief Explanation

BACKGROUND GE invents things of consequence that help make the world better for us. These creations range from medical imaging devices to wind turbines, and from airline engines to heavy haul rail systems. CHALLENGE However, as traditional media becomes increasingly crowded and less efficient, we were tasked with finding a better way to amplify the launch of GE Works with the target audience of Government officials, C-Level executives and Healthcare professionals. Branded entertainment though videos seemed like the simplest, most relevant way to deliver impact. SOLUTION The central storyline to the animated video tells the story of an ancient Chinese invention;Paper. Which, in turn, has inspired GE to create solutions for China’s greatest needs. The messaging creatively and emotionally weaves a story that delivers GE’s technology solutions, which builds a better China for sustainable and peaceful living. The video, based on the invention of paper illustrate how it has helped people live better in Ancient times in order to convey the benefits of GE's technology today - thus amplifying the launch of the new GE Works campaign.

Creative Execution

Please see the CASE URL below. http://www.emotionlabs.com/GE_paper.html