TBWA\Shanghai has launched the new ‘Future Folklore’ digital campaign for General Electric (GE) that demonstrates how GE’s innovative solutions help address China’s most pressing environmental and healthcare challenges on its path to growth. ‘Future Folklore’ will continue to build awareness and interest in GE’s innovative solutions under the two key communications platforms: Ecomagination and Healthymagination. TBWA\ TEQUILA\ created a storytelling platform, inspired by sage Chinese fables, to show how simple and inspiring ideas and stories of imagination can become a reality with innovation and technology. ‘Future Folklore’ illustrates that similar to the fables of the past, the stories that can inspire future change begin with a key wisdom, idea, belief or imagination. Instead of selling fantasy and unachievable aspiration goals, the campaign showcases how (using GE’s technology and innovation) we can turn fantasy into a reality for the betterment of our world. The campaign is a ‘call to action’ for businesses and individuals to step up, use their imagination combined with technology, and help find a solution that will write our ‘Future Folklore’. To engage with business executives, healthcare professionals, and government officials, the campaign runs on Guokr (www.guokr.com), Soungshuhui (songshuhui.net), Youku, and uses GE’s Sina Weibo (http://a.weibo.com/labelapp/info.php?uid=1833141401&skid=&app_id=app_4) as the campaign’s hub. All stories in the campaign are based on classic folklores of our past, but told with a twist for today’s world. This campaign empowers consumers to join the movement socially, arming them with articles, videos and news that they can readily share with friends to help create awareness of the technologies and stories that will shape our future. The campaign runs until the end of December in China.
Project Name: GE Future Folklore Creative Agency: TBWA\TEQUILA\Shanghai Client: General Electric (GE) Creative Directors: Chien Hwang, Lincoln Daman, Dwayne Koh Art Director(s): Hank Huang, Yu Yong Copywriter(s): Haiyang Yu Illustrator: I Love Dust (London) Production Company: B&A Reps Asia General Manager: Scarlett Lok Agency Producer: Allen Chen Account Director / Senior Account Executive: Scarlett Lok Account Executive(s) / Manager(s): Angela Xu Media Agency: Starcom Media Team: Sarika Tulsyan, Stella Jamie Lui, Ivy Wu Run Dates: October until end of December, 2011 Category/Exposure: Digital Territories: China