GE Appliances: Made for Me
Strategy Creative Direction Videography Photography Editing
In 2014, GE Appliances launched a new campaign, “Made for Me”, to shift focus from the products over to the owners of the appliances.
Our Challenge
GE Appliances had never engaged in an owner-centric campaign before Made for Me. While we were presented with the big idea, we were tasked with activating and bringing the Made for Me creative to life. And, this was a full-scale national campaign with multiple types of creative deliverables needed.
The Approach
As GE’s long-time storytelling partner, we leaned on creating a series of authentic, narrative videos that showcased real people in their real kitchens - not perfectly clean showroom kitchens, but real, messy, worked-in, lived-in kitchens. We had the freedom and latitude to explore stories all around the country, and the trust to present subjects who could reveal the GE Appliance experience to the everyday consumer.
Results
With over 30 stories developed from 2014-2017, the “Made for Me” campaign succeeded in establishing a fresh tone of voice and feel for GE’s brand. Our work was used at distributor shows, industry events, social media, online and in major retail outlets like Home Depot, Lowes, and Costco. The creative set included strategy, copywriting, graphic design, video, and photography used across a wide array
of channels.
