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BtoB's Best - Print Campaign (less than $200,000): GE Energy Masoneilan & Consolidated Products

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GE Energy Masoneilan & Consolidated Products Agency: Eric Mower+Associates, Syracuse, N.Y. Campaign: “Valve Animals” global print campaign Launch date: September 2011 Creative credits: Creative director: Walter Kuhn; copywriters: Chad Wall, Grace Yu; art director: Lisa Robertson Why we liked it: Showcasing the product in an unexpected manner is one way to grab the audience's attention, and in this campaign it's a particularly engaging tactic. The effort features animal shapes formed out of control valves, with catchy headlines and copy that explains the riddle. The headline on the bull ad, for instance, is “Valve solutions that take charge,” while the owl ad headline reads “Digital field instruments to help you make wise decisions.” The art is compelling; the use of white space is refreshing; and the copy block explains how GE can provide advanced valve solutions for difficult energy challenges. We're glad GE trusted its animal instincts.
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