Matthew Miller
Oct 13, 2014

GE engages artists to showcase '#badassmachines'

SINGAPORE - In partnership with Kult Magazine and BBDO Singapore, GE has turned to a group of artists for a content campaign that attempts to communicate the "power and wonder" of the company's products to a mainstream audience.

image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading

Client: GE

Agency: BBDO Singapore

Market: Singapore, and globally through social networks

Campaign scope: A series of illustrations that discuss GE's inventions in human terms, such as how many 747s or gallons of ice cream a single locomotive can pull. The art will appear in a machine-themed fall issue of Kult Magazine distributed in Singapore. The works will also be fed to social networks using the hashtag #badassmachines.

Press release quote: Lucy Hurst, planning director, BBDO Singapore: "We're thrilled to have the opportunity to activate a new way of working, with the aim of being able to produce in a real-time and responsive way for this extraordinary brand."

Comments: This is an interesting concept, and some of the work is stunning. Getting the masses excited about locomotives and gas turbines is a tough sell, so it will be interesting to see whether Kult's involvement can help drive the hashtag into trending territory.

 

Source:
Campaign Asia

Related Articles

Just Published

7 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

8 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.

8 hours ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.

8 hours ago

Agency Report Card 2024: Publicis Media

Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.