GE’s mantra of pursuing ideas and invention–reflected in last year’s content films Childlike Imagination, Ideas are scary and Boy who Beeps–continues with the “Invention Donkey” campaign from the company’s long-time agency BBDO New York.
“Invention Donkey” is a miniature donkey who inspires invention, sort of an invention whisperer who will look to bring the most out of people, inspiring them to do what they don’t think is possible. This inspiration will be conveyed online with messages on YouTube, Facebook, Twitter, Snapshot and more. The donkey will take over GE’s Twitter account and provide custom video responses to selected Twitter users.
A video rolled out today to introduce us to the tiny donkey with big influence, inspiration and impact. It’s a fun spin on a serious subject, showing how invention is part of GE’s DNA; how GE works on things that matter to deliver outcomes that make the world work better. It’s also another demonstration of GE storytelling at work, building an emotional connection with its audience while appealing to inventive minds and other people who might consider GE to build a career because its values are on par with their own.
Steve Miller of @radical.media directed this introductory “Invention Donkey” video.
CreditsClient GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Tim Roan, Levi Slavin, creative directors/copywriters; Cesar Finamore, art director; Dianne Hill, group executive producer; Rani Vaz, head of music production; Brandon Fowler, global director; Peter McCallum, sr. director. Production @radical.media Steve Miller, director; Gregg Carlesimo, exec producer; Robin Buxton, line producer. Editorial Mackenzie/Cutler Ian Mackenzie, editor; Nick Divers, assistant editor; Sasha Hirschfield, exec producer. VFX Framestore Theo James, VFX supervisor; Andy Rowen Robinson, head of 3D; David Hulin, director of animation; Seth Gollub, lead animator; Sarah Hiddlestone, head of production; Raul Ortega, compositing; Russell Miller, TD; Raven Sia, producer. Audio Mackenzie/Cutler Sam Shaffer, engineer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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