Jane Leung
May 17, 2010

General Electric | Kids | China

General Electric (GE) is launching a corporate campaign today in China titled 'Kids' to drive awareness of their range of healthcare and energy-efficient technologies.

General Electric GE Kids campaign China
General Electric GE Kids campaign China
The campaign invites the children of GE China employees working across different divisions including energy, transportation, healthcare and aviation to speak their minds.

As part of a bigger series that will launch progressively, this campaign ties in with the global message of ‘GE imagination at work’.

One of the biggest challenges for GE is to overcome the general perception as an industrial products provider. Creative agency BBDO Shanghai puts children at the heart of the campaign, asking them to present a drawing of what their fathers do at GE.

The new campaign is to lead the theme of ‘innovation today for the world’s tomorrow’.

The creative team at BBDO suggested the project brings out GE's ‘true charm’. The branding campaign is simple and direct, without flowery images or complicated explanations.

In January, GE also powered an online augmented reality campaign to illustrate their dedication to energy conservation in China.


Translated synopsis:
Girl 1: The trains that my father makes allows people to travel to far away places.
Girl 2: And help many people.
Writing on screen: ‘GE transportation’
Boy: For my father, his goal is to make our environment a better place.
Writing: ‘GE energy’
Girl 3: My father made an engine, which lets airplanes fly for longer.
Writing: ‘GE aviation’
Girl 4: I want to make a very very large hula-hoop, to help heal the sick patients.
Writing: ‘GE innovative idea for healthcare’
Voice over: Innovation today for the world’s tomorrow.



Credits:
Project Kids
Client General Electric China
Creative agency BBDO Shanghai
Creative directors Leong Wai Foong, Awoo Lai
Copywriter Jay Qian
Art director Billy Tang, Sam Zhu
Account servicing Kevin Bogusz, Johnny Ma
Television producers Grace Yu, Katherine Miao
Production company Moviola
Producer Jenny Lee
Director David Tsui
Exposure Telelvision


Source:
Campaign China

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