Silver

GE "Future Folklore"
TBWA\Shanghai

While GE enjoys the reputation of being a global leader, Chinese consumers did not understand the comprehensive solutions the company offers or how these solutions can improve their everyday life. GE’s value proposition needed to be conveyed clearly and tangibly to a Chinese audience.

Storytelling and reference to traditional fables is a proud part of Chinese culture, so Future Folklore was created– a storytelling platform inspired by sage Chinese fables, to show how simple and inspiring ideas and stories of imagination can become a reality, thanks to innovation and technology. The content was distributed on China’s most popular digital platforms-- a first ever for GE.