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Who's Who 2006: Arturo Aranda

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Arturo Aranda has been with Atmosphere BBDO since its founding in 1999. During that time, he has overseen creative development of online campaigns for AOL, Cingular Wireless, General Electric Co., the New York Stock Exchange, Office Depot and PeopleSoft. His work has garnered many awards, including One Show, Cyber Lion, ADDY and New York Festival awards.

An online campaign he created for GE, as part of its "Ecomagination" effort, was named the best online ad in BtoB's Best 2005. "It was really a collaborative effort with GE and BBDO," Aranda said, pointing to sibling agency BBDO New York, which is part of BBDO Worldwide. "The task was to come up with a way of really spreading awareness of GE's impact on the environment and its goal of making the world a better place."

Tying into the "Ecomagination" campaign, which debuted in May 2005, Aranda and his team wanted to show that in a world of finite resources, one resource that is unlimited is imagination. "We really wanted to bring this to life online," he said.

To do that, he and his team set out to create an online campaign that would show how GE's products, such as aircraft engines and cleaner-burning coal technology, are environmentally friendly.

"We looked at how we could tell these stories online, engage the user and have them participate in the online experience," Aranda added.

One ad, "Birds," shows a flock of birds that gracefully fly together to form the image of a jet aircraft. The copy reads, "The GEnx Jet Engine. Built because we all share the air."

In another online ad, called "Reverse," users can make pollution- emitting cars disappear from the screen by rolling over them with their mouse.

After all the cars have disappeared from the screen, copy is revealed that reads, "By using GE's cleaner coal technologies at one 1,000 MW coal plant, the reduction in NOx emissions would be like taking 2.4 million cars off the road."

The campaign also includes a viral ad called "Seed," which lets users create personalized flowers by planting virtual seeds and nourishing them by typing in original words or clicking on keywords such as green, stalk, rose and watering can.

Users can e-mail their flower creations to friends or post them in a gallery on the GE Web site. The site (www.ge.com/seed), which has been up for six months, contains more than 80,000 flowers that have been created.

Prior to joining Atmosphere BBDO, Andara worked at Frankfurt Balkind and Belk Mignogna Associates.

-K.M.

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