Last year, GE launched a new brand purpose—Building a World that Works—designed to remind GE shareholders, customers and employees about the importance of the work the organisation does, and the impact it has on communities around the world.

Now, as official Tokyo 2020 partners, GE brings the 'Building a World that Works' platform to the global marketing stage during the Olympics.

The campaign, created with BBDO New York, delves deeper into the meaning of “Building a World that Works” explaining and showing specific examples of how this unique purpose propels GE as a global leader across multiple industries.

The work features real GE employees, celebrating and highlighting the meaningful work they do around the globe, and the unique ways they are helping to build a more sustainable, better-connected future, right now.

“Last year, we introduced GE’s new purpose: Building a World that Works. This year, we’re extending our campaign by celebrating GE employees who are tackling the world's toughest challenges every day – the future of flight, precision healthcare, and the energy transition. Our global campaign gives a behind-the-scenes look at how the GE team across the US, China, the Middle East, and India continues to rise to the challenge, innovating to deliver for our customers and the world.” – Linda Boff, chief marketing officer, GE

Work debuts in the US this Friday during the Tokyo 2020 Opening Ceremony. In addition to TV, the 360 campaign also features OLV, Print, OOH and radio and will run across five different global priority markets.