With print work developed by BBDO Shanghai and television by the network’s New York office, the campaign seeks to reflect the ‘wow’ stories of key technologies which work seamlessly with nature to both improve and preserve the environment.
The latest instalment of the campaign, which was first launched in 2005, focuses on promoting the concepts of cleaner coal technology, wind energy, solar technology and water purification. “Ecomagination is about demonstrating GE’s commitment to addressing pressing environmental challenges. The advertising highlights GE’s breakthrough products that use new sources of energy and drastically reduce emissions,” said a GE spokesperson.
In one TV spot, a young boy rushes to the seashore and holds up a jar to capture the wind. He makes his way home through villages and the countryside, before arriving at the house for his grandfather’s birthday party. He unscrews the jar and the wind trapped inside blows out the candles, conveying the message that natures elements can be harnessed and integrated into modern life.
“Imagination is GE’s DNA. The idea for the campaign, like other GE advertising, is based on optimism, reflecting the belief that there is one unlimited resource — imagination,” said the spokesperson.
