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GE: Advertising Campaign

Relying on our animal instincts

Typically, in the world of engineering, a control valve doesn’t generate all that much interest. That is, unless you use those valves to create metaphors that quickly illustrate their benefits. This award-winning campaign shows how GE Energy provides valve solutions that can meet the toughest challenges.

Control Valve Print Ad 1Control Valve Print Ad 2Control Valve Print Ad 3

The Valve Animals campaign not only grabbed attention but its share of awards as well.

A promise to build a stronger brand identity

GE Energy plays in a very product-centric world. So, in order to help them stand out, we developed a very customer-centric advertising program. Our “Promises Kept” campaign features real GE employees making personal promises to deliver world-class service. The campaign was supported with digital work, videos, events, social media and more.

I Promise Campaign Print Ad 1I Promise Campaign Print Ad 2I Promise Campaign Print Ad 3I Promise Campaign Print Ad 4

Key brand as friend driver: surprise

As essential as they are, it’s hard to differentiate control valves. But by giving them an unexpected application as an art medium, we turned the mundane into engaging, eye-catching masterpieces.

About Brand as Friend Learn more about Brand as Friend

Artboard 1




Advertising Campaign


Energy + Sustainability


Advertising, B2B

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