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.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
