GE shows how its technology drives innovation in China

GE adUS conglomerate General Electric has launched a campaign to show how the company drives innovation in China.

The campaign, created by Digital Arts Network, consists of two interactive films hosted on Sina Weibo and Youku. GE is portrayed as a clock that serves the Chinese people every minute of the day.

The first tells the story of how GE’s technology supports telemedicine in Gansu.

The second shows GE’s partnership with a local grain producer.

Dwayne Koh, group creative director of Digital Arts Network Shanghai, the agency behind the campaign, said: “For this campaign, we wanted the audience to understand that the things they take for granted everyday – like food on a dinner table, or the celebration of birthday – GE and their partners somehow had a part in making it happen.”

“In our communications, we used the clock as a metaphor for GE. In the film and print, we wanted to convey to the audiences that GE is at work for the people of China, each and every day, every second, wherever they are,” he said.

Project Name: GE ‘Works Everyday’
Creative Agency: TBWA’s Digital Arts Network (DAN) Shanghai
Client: General Electric China
Group Creative Director: Dwayne Koh
Group Account Director: Stefanie Liew
Planner: Ben Chen
Account Director: May Xiao
Account Manager: Gill Wang
Associate Creative Director: Jimmy Wang
Designer: Qihan
Copywriter: Yu Haiyang
Production house: Shilo-TV, Bernstein & Andriulli, Ars Thanea
Media agency: Starcom China
Category/Exposure: Digital
Territories: Mainland China


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing