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.
Credits
Client 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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
