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GE's Working World Brings Brand Purpose to Olympic Stage

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'Building a World that Works' from BBDO New York reminds customers about the importance of GE sustainability work

GE's Working World Brings Brand Purpose to Olympic Stage

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.

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Creative Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars

Executive Creative Directors: Tom Godici & Greg Ketchum

SVP, Senior Creative Director: Greg Gerstner

VP, Creative Director: Banks Noel

Associate Creative Directors: Shayne Alexander & Matt Fiedler

Associate Creative Director, Design: Azusa Kobayashi

Director of Project Management: Tony DePietro

EVP, Director of Content Production: Alex Gianni

Senior Producer: Scotty Schuckies

Managing Director: Steven Panariello

SVP Senior Director: Lindsey Cash

Account Director: Meghan Wood

Account Manager: Dani Gredona

SVP Group Planning Director: Brit Browning

Junior Planner: Joseph Castagna


Production Company: Supply & Demand

Director: Joseph Kahn

Executive Producer: Charleen Mance

Executive Producer/Founder: Tim Case

Senior Head of Production: Nathan de la Rionda

Line Producer: Nicola Doring

Director of Photography: David Weldon


Editorial Company: Cosmo Street LA

Editor: Chancler Haynes

Assistant Editor: Aaron Bencid & Rich Gonzales

Executive Producer: Yvette Cobarrubias

Producer: Kacie Gomez

Head of Production: Marie Mangahas


Telecine Company: Color Collective

Telecine Artist: Alex Bickel

Color Assistant: Javiera Ergas


Conform / Finish Company: Office of Development & Design

Executive Creative Director: Gary Breslin

Executive Producer: Matthew Turke

Producer: Dina Chang

TD: Pakorn Bupphavesa

VFX Sup/CG Lead: Joe Laffey

2D/3D Animation: Gary Breslin, Shane Csontos-Popko

Rotoscoping/Tracking: Tatchapon Lertwirojkul, Chaya Pictures, Arun Kumar (Massive VFX), Kacie Pedini (Studio8fx)

Modeler: Atsuki Hirose

Matte Painting: Tim Matney

Lighter: Michael Vicari

Compositor: Aaron Baker & Tim Regan

Lead Flame Artist: Mario Caserta

Flame Finishing: Peter Charles

Audio Post

Audio Post House: Heard City

Audio Mix: Keith Reynaud

Audio Assistants: Ronnie Stapleton, Bennett Kerr, Seth Brogdon

Producer : Andi Lewis

Asst Producer : Nick DuVarney

EP : Sasha Awn, Jackie James

Managing Director : Gloria Pitagorsky


Music Company : RNDM ORDR

Composer : Robert Miller

Executive Producer : Rani Vaz

Producers : Nick Green, Ayesha Hassan

BBDO New York, Thu, 22 Jul 2021 15:50:43 GMT