Creative Gallery on Sustainability Communications


"2007 Global Campaign" For General Electric
Add to my favourite ads

Send this ad to a friend

Trouble to see this ad?

Rate this ad: Please Login

Description / Synopsis

Our 2007 Global Campaign set out to increase associations of GE as innovative, high-tech and environmentally conscious. We aimed to do this by communicating that GE is a company dedicated to turning imaginative ideas into leading products and services that help solve some of the world’s toughest problems. By building on the ecomagination theme launched in 2005, and creating advertising that highlights new sources of energy and breakthrough products, we see how we can make the most of our natural resources with a little imagination. • “Fishing” takes place on a Norwegian fishing boat where fishermen are catching fresh bottled drinking water, instead of fish – figuratively highlighting the capabilities of GE’s water purification technologies which turn salt water into drinking water.


In an effort to not only meet the world’s needs but also anticipate them, in 2005 GE embarked on an ambitious environmental platform to better utilize our earth’s limited resources. That platform was “ecomagination.” Given the predominance of “greenwashing,” we did extensive competitive research. Detailed analysis revealed our insight - most of the available solutions seem to be about sacrifice. Rather than share in that outlook, the question for GE became, “how can we use our imaginations to do more with less?” Our recent iteration of the ecomagination campaign builds on this strategy with a more global, far-reaching perspective.


By distilling complex product explanations down to a singular benefit, we were able to create simple yet compelling stories that focus on the issue in a positive, optimistic tone. And on a broader scale, we communicate that GE is a company dedicated to turning imaginative ideas into leading products that help solve some of the world’s toughest problems.

Title"2007 Global Campaign"
AdvertiserGeneral Electric
Sustainability Themes Energy, Production Patterns, Lands, Soils, Forests & Mountains
Date of First Publication 02/06/2007
Country of ProductionUnited States of America
Taglineimagination at work
Length46 seconds
Awards -Northwest Advertising Awards ADDY®
Account Director: Elizabeth Dagget
Account Executive: Aimee Kraus
Creative Team: David  Lubars ,  Bill  Bruce ,  Don  Schneider ,  Peter Smith ,  Brad Roseberry ,  John Leu