New Work: GE Water & Process Technologies

June 23, 2015 at 9:22 am




Chances are, anyone unfamiliar with Thomas Edison’s greatest commercial enterprise, General Electric (GE), is quite literally living in the dark. Needless to say, when the global brand sought out a digital advertising solution from Munroe Creative Partners, we were electrified. What’s more, our joy bubbled over when we learned that beer was involved!

Aiming to share its ecological and economical brewing innovations with America’s fast-growing beer industry, GE Water & Process Technologies, a division of GE Power & Water, tasked us with creating an engaging message to target 150 of the nation’s largest breweries. While brand adherence was paramount, we also knew that our solution would need to be as fun and fresh as its targeted market.

After researching GE’s technology and deliberating over countless executions, we opted to create animated flash ads capitalizing on the multiplicity and sex appeal of America’s most loved alcoholic beverage. Our animation cycles through tantalizing photographs, depicting an assortment of beers served in appropriately distinct glassware. The messaging simply provides captions for each beer image and prompts potential customers to learn how “GE helps brewers brew more, by wasting less.”

By pairing such audience-appropriate imagery with recognizable brand attributes, we delivered a finished product that achieved our client’s objective of communicating the broad potential of GE Water & Process Technologies. Furthermore, in creating a visually irresistible solution, we surpassed expectations by proving that a traditional brand can be refreshingly appealing.