Brand

GE

Agency

TBWA

Creative Team

Group Creative Director

Dwayne Koh

Associate Creative Director

Jimmy Wang

30ml

Sherry Shi

Creative Technologist

Jeff

Art Director

Berial

Qi Han

Copywriter

Hai Yang

Designer

VinCo

   

Description

General Electric client was a business win against the best agencies - BBDO, W+K, BBH and TBWA. We were the inderdogs but pitched and won the business nevertheless. Out of the pitch we produced work that drove the industry and GE’s business.

I was the lead creative responsible for all the brand work from TV, Print to digital. Having a single point creative on the business was something the General Electric clients appreciated. And because of that we were able to move a lot faster and create truly integrated work for the brand.

   
Project
Ancient Inventions

Time-traveling animated tributes to four world-changing Chinese inventions.The brief was to showcase GE's technology to the Chinese audience. Our solution was to create a story that draws from the rich heritage of China. Namely the chinese inventions of Paper, Wax, Silk, Porcelain. Each story was executed in that particular style. To do this, the team collaborated closely to ensure the mix of photography and 3D and 2D illustrations integrated seamlessly together. The production of the site and PORCELAIN was by Ars Thanesa. While paper was created by ACNE and WAX by Ilovedust.

Most importantly, we delivered the stories of GE's innovative work on the environment and China to Chinese government officials and C-level executives and inspired them to work with GE for the future of China.

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Project
Future Folklore

Future Folklore as a storytelling platform, inspired by sage Chinese fables, shows how simple and inspiring ideas and stories of imagination can become a reality with innovation and technology. With three Chinese fable stories, it showcases how using GE’s technology and innovation we can turn fantasy into a reality for the betterment of our world.

Future Folklore is a ‘call to action’ for businesses and individuals to step up, use their imagination combined with technology, and help find a solution that will write our ‘Future Folklore’. This campaign empowers consumers to join the movement socially, arming them with articles, videos and news that they can readily share with friends to help create awareness of the technologies and stories that will shape our future.

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Project
GE Works TVCs

There are over a billion Levi’s jeans in the world, each pair with a unique story. So why not give people a place to share their story with the world? The 'Live in Levi’s Project' is exactly that - an interactive showcase that weaves together storytelling, e-commerce and social media with the world’s most iconic denim as the red thread.

Project
GE Works online

We launched the latest General Electric (GE) ‘Works Everyday’ campaign in China through an engaging online experience. Two interactive videos uncover the life of GE personnel and their partners working together in delivering solutions for a better China. The first video tells the story of GE telemedicine, a technology that provides innovative medical solutions in Gansu province. The second video shows how GE partners with the Beidahuang Group, a national grain producer, in modernizing agriculture in China.

Both interactive stories have a time stamp feature, which captures users’ real time once they log in to the interactive sites. “The GE ‘Works Everyday’ campaign for China showcases how GE’s use of technology and innovation drives positive outcomes for the country,” said Jason Hill, Director of Advertising for Growth Markets at GE. “We show how GE and our partners make a difference for China. We’ve done this through compelling, well-produced content distributed across relevant digital channels.” For this campaign, we wanted the audience to understand that the things they take for granted everyday – like food on a dinner table, or the celebration of birthday – GE and their partners somehow had a part in making it happen. In our communications, we used the clock as a metaphor for GE. In the film and print, we wanted to convey to the audiences that GE is at work for the people of China, each and every day, every second, wherever they are. The campaign captures various audiences through a multi-screen, multi-browser approach and is hosted on both Sina Weibo and Youku.

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