Second Phase of GE ‘We All Make Progress’

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.

 

Aviation:

 

 

Power:

 

 

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.

 

Credits

 

WIEDEN+KENNEDY AMSTERDAM

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    

 

FILM PRODUCTION

 

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

 

MUSIC

Artist / Title: Keith Kenniff

 

POST PRODUCTION: Glassworks

Flame: Morten Vinther

Producer: Phill Linturn

 

PRINT PRODUCTION

 

Photographer: Christian Weber

Agent: We Folk

 

PRINT PRODUCTION COMPANY 

Retoucher: Christian Weber