GE Design & Branding VISIBLE YOU by BBDO New York

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VISIBLE YOU

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency BBDO New York
Executive Creative Director Don Schneider
Designer Rob Seale
Released April 2010

Credits & Description

Category: Offline Digital Design
Advertiser: GE
Product/Service: GE
Agency: BBDO NEW YORK
Date of First Appearance: Apr 17 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Don Schneider (BBDO New York)
Creative Directors: Arturo Aranda/Ron Lent (BBDO New York)
Copywriters: Marthinus Strydom/Daniel Bremmer (BBDO New York)
Art Directors: Alex Shulhafer/Jake Blumenau/Brett Simon (BBDO New York)
Designer: Rob Seale (BBDO New York)
Agency Producer: David Ross (BBDO New York)
Production Companies: (Brandfirst/SoftKinetic/Tronic)
Media placement: Installation - Miami, FL - 17 April 2010

Describe the brief from the client
GE’s Healthymagination initiative is a shared commitment to creating better health for more people. High-definition imaging technology allows doctors to see inside patients with greater clarity, allowing them to make more accurate diagnosis much sooner than with traditional medical imaging technology.

Describe the challenges and key objectives
We wanted to illustrate the transformative power of GE’s medical imaging technology by simulating a scan of the VCT Body Scanner. Motion-capture cameras tracked users’ movements and mimicked their gestures on a life-size screen.

Describe how you arrived at the final design
We created high-definition 3D renderings of the four major biological systems: cardiovascular, muscular, nervous and skeletal. Large blue dots on the floor indicated where users should stand, and a simple interface invited them to move. Throughout the experience the installation would automatically toggle between the four systems. After experiencing Visible You, users were invited to share their simulated scans on Facebook and Twitter.

Give some indication of how successful the outcome was in the market
The GE Visible You 3D Virtual Scanner has established itself as the most popular exhibit in the American Pavilion at the Shanghai World Expo, with tens of thousands of fair-goers (Including U.S. Secretary of State Hilary Clinton) lining up to hop, skip and jump for Visible You, all while learning about GE medical imaging technology. Its popularity spread the message of Healthymagination through earned media coverage.