The campaign is aiming to demonstrate real GE innovation and how the company works to support a better China.
A total of four videos in the series tell the story of four ancient Chinese inventions respectively, which has inspired GE to create technology solutions that help cure, move, build and power a better, more sustainable China and promote peaceful living.
The first three videos—Paper, Silk (in video) and Wax—are currently being showcased on a branded Sina Weibo platform, tapping in to the huge amount of enthusiasm for video content among Chinese netizens.
The final ‘Ancient Invention’ film in the series will be released in early February.
“Our brand-building campaign in China focuses on demonstrating how GE works with customers and partners in the country,” said Jason Hill, director of advertising for growth markets at GE. “The ‘Ancient Inventions’ videos are a clever way to show how Chinese ingenuity has evolved over the years into some very modern innovations.”
“We wanted to build a momentum for the GE Works campaign that shows how innovations solve some of the world’s toughest challenges,” said Geoff Li, communications director of GE China. “We hope the animations will help to bring greater awareness in the digital space to what GE is proudly doing.”
Douglas Lin, managing director of TBWA’s Digital Arts Network Shanghai, said this new work is a solid first step on which the agency will build this campaign in 2013.
Project name GE Works
Creative agency TBWA’s Digital Arts Network Shanghai
Client General Electric China
Managing director Douglas Lin
Group creative director Dwayne Koh
Group account director Stefanie Liew
Planner Ben Chen
Account director Adrian Looi
Associate creative director Sherry Shi, Jimmy Wang
Copywriter Yu Haiyang
Senior digital producer Allen Chen
Production house ACNE PRODUCTION, Ars Thanea, I Love Dust
Media agency Starcom China
Territories Mainland China