GE Design & Branding GE PERFORMANCE MACHINES by BBDO New York

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GE PERFORMANCE MACHINES

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Industry Raw Materials & Minerals
Media Design & Branding
Market United States
Agency BBDO New York
Executive Creative Director Don Schneider
Creative Director Scott Rodgers, Kalle Hellzén
Art Director Jon Kubik
Copywriter Adam Noel
Released February 2012

Credits & Description

Category: Online Digital Design
Advertiser: GE
Product/Service: GE
Agency: BBDO NEW YORK
Chief Creative Officer: David Lubars (Bbdo New York)
Executive Creative Director: Don Schneider (Bbdo New York)
Executive Creative Director/Director Of Innovation: Mathias Appelblad (Bbdo New York)
Creative Director: Scott Rodgers (Bbdo New York)
Art Director: Jon Kubik (Bbdo New York)
Copywriter: Adam Noel (Bbdo New York)
Interactive Designer: Richard Landerus (Bbdo New York)
Executive Producer: Amy Wertheimer (Bbdo New York)
Senior Interactive/Content Producer: Jonathan Percy (Bbdo New York)
Account Team: Stephanie Wiseman/Carrie Lipper/Emma Armstrong (Bbdo New York)
Production Company: (Acne Production)
Directors: Kalle Hellzen/Samuel Bennetts (Acne Production)
Executive Producer: Fran Mcgivern (Acne Production)
Line Producers: Johnny Parker/Kevan Dirinpour (Acne Production)
Senior Interactive Producer: Jacinte Faria (Acne Production)
Creative Director: Kalle Hellzen (Acne Production)
Developers: Martin Pugh Ludvigsen/Jeremy Reichardt (Acne Production)
Sound Design/Music: (Dinahmoe)
Editing House: (Rock Paper Scissors)
Telecine: (Company 3)
Media placement: Website - Online - 5 February 2012

Describe the brief from the client
We had to create an experience, within NBC purchased media, that makes GE’s advanced technology meaningful for our Super Bowl audience.

Describe the challenges and key objectives
Until “Performance Machines” launched, the interactive space was a bit unchartered for the Super Bowl and most big brands were stuck on major broadcast networks making :30 and :60 spots. The main challenge for this project was engaging the Super Bowl crowd in other mediums. And we met this challenge by creating an immersive, non-linear online experience that integrated film, video games and awesomeness.

Describe how you arrived at the final design
GE colors and aesthetic were important. We had to make sure the brand was front and center at all times, while keeping the integrity of the entertainment. To accomplish this, we used a lot of blue and white, and kept the camerawork and interactive design focused on the action and the gameplay. When all was said and done, the final design used 591 videos, all shot with a minimalist approach bringing the players’ and machines’ attributes to the foreground.

Give some indication of how successful the outcome was in the market
“Performance Machines” was a huge hit the day of the Super Bowl, engaging over two million fans on NBCsports.com. The experience set the bar for Super Bowl Sunday by engaging the general population watching the game on their digital devices.