GE : General Electricus Greenicus

Even corporate polluters have a green side now and again, and GE is showing its cleaner face to the world right now with a new "Ecomagination" program, supported, of course, by a multimedia ad effort. A far cry from the new, randier than Ja

Published On
May 17, 2005

Editor's Pick

Even corporate polluters have a green side now and again, and GE is showing its cleaner face to the world right now with a new "Ecomagination" program, supported, of course, by a multimedia ad effort. A far cry from the new, randier than Jack Welch TV spot in which GE updates the Village People in a coal mine, a remarkably refined print series updates John James Audubon in his natural habitat. Illustrator John Perlock, a master of mock Americana, (see www3.sympatico.ca/wubba) worked with original Audubon prints "that are unchanged except for the subtle addition of a GE innovation that blends seamlessly into the environment without disrupting it," according to BBDO AD Jean Robaire. "This campaign was conceived as part of GE's effort to show its company-wide concern and interest in the environment," adds writer Kara Goodrich, so the ads showcase three greenish GE efforts: cleaner coal technology; the GEnx aircraft engine; and the Evolution locomotive, "technologies that meet or exceed strict EPA regulations," she notes.