BtoB

BtoB's Best - Print Campaign (more than $200,000): General Electric Co.

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General Electric Co. Agency: BBDO New York Campaign: “GE Works: Power” Launch date: November 2011 Creative credits: Chief creative officer: David Lubars; executive creative director: Don Schneider; creative directors/copywriters: Michael Aimette, Tim Roan; creative director/art director: Kevin Jordan; art buyer: Betsy Jablow; executive senior account director: Emma Armstrong; account director: Carrie Lipper; Move-photographer: Martin Schoeller; Build-photographer: Doug Menuez; Cure-photographer: Ari Magg; Power-photographer: William Huber Why we liked it: The GE “Power” ad we liked so much (single print ad winner) is part of a campaign of other strong print ads with excellent art and great copy. With the tagline “GE works,” it's fitting that these ads show action—people in different industries getting things done. For example, in the “We Build” ad, a worker prepares a piece of steel that will be built into the train behind him. Copy bounces along confidently, reminding the reader that GE is a global mover and shaker: “We build. We grow companies, industries and economies. We open new facilities that open new markets that open up new jobs.” The swirled tail in the upper corner of each ad presents a variation on the GE logo's theme and alerts readers—almost as if the page had been folded as a makeshift bookmark—that the page is one to remember.
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