GE (NYSE: GE) has rolled out the second phase of its brand campaign highlighting its partnerships in the growth story of the Middle East, North Africa and Turkey. Created by Wieden+Kennedy Amsterdam, GE’s ‘We all make progress’ campaign positions the company’s commitment to human progress in the region.
Rania Rostom, GE’s Director of Communications for the Middle East, North Africa & Turkey, said: “GE’s ‘We all make progress’ campaign underlines the success of our long-term partnerships in the Middle East region, where we have a heritage of over 80 years. The regional governments are investing in ensuring all-round progress, and our new campaign demonstrates how GE professionals based locally are contributing to the goal through their dedication and enthusiasm.”
The first phase of the campaign rollout, launched in June, comprised several print executions showcasing the power of GE’s technologies making tangible positive impact on the communities. The second phase further reiterates the idea of progress, through two television commercials, four additional print executions, OOH and digital elements.
The print showcases a unique perspective on GE’s awe-inspiring technology, while the digital elements bring this vision to life by applying motion to the iconic photography. The 60-second films, ‘Aviation’ and ‘Power’ dramatize the human benefits of GE’s technology, while celebrating the role that GE plays in driving the progress.
The television commercial was shot in two GE facilities in the region – the GE Manufacturing Technology Center in Dammam, Saudi Arabia, and the Aviation Training Center in GE’s Advanced Technology Research Center in Qatar.
The commercials, ‘Aviation’ and ‘Power,’ capture real GE employees and their candid reactions to the enormous and varied effects that their work is having in the region. Huge monitors were installed beside employee workstations displaying footage of small and epic moments in which actual people and businesses interact with GE. The objective was to capture real emotion from individual employees as they see for the first time how their work affects countless lives.
GE currently employs over 4,200 personnel across MENAT. With over 35 on-the-ground facilities and several more currently under development, GE’s current investment and future enthusiasm about the region continue to grow.
Executive Creative Director: Mark Bernath & Eric Quennoy
Creative Directors: Pierre Janneau & Mike Farr
Art Director: Craig Williams
Copywriter: Zach Watkins
Head of Broadcast: Erik Verheijen
Agency Producer: Andrew Koningen
Planner: Daisy Andrewes
Group Account Director: Clay Mills, Jordi Pont
Account Director: Joe Lahham
Account Manager: Thibaud Vincent-Genod
Art Buyer: Andrew Koningen
Studio Artist: Tanya Funnell
Project Manager: Cheryl Crowley
Business Affairs: Justine Young, Michael Graves
PRODUCTION COMPANY: Smuggler
Director: Jamie Rafn
Director of Photography: Ray Coates
Producer: Ray Leakey
EDITING COMPANY: Stitch
Editor: Tim Hardy
AUDIO POST: Grand Central
Sound Designer/Mixer: Raj Sehgal
Artist / Title: Keith Kenniff
POST PRODUCTION: Glassworks
Flame: Morten Vinther
Producer: Phill Linturn
Photographer: Christian Weber
Agent: We Folk
PRINT PRODUCTION COMPANY
Retoucher: Christian Weber