General Electric "we all make progress" by W&K Amsterdam

General Electric has launched the second phase of its brand campaign highlighting its partnerships in the Middle East, North Africa and Turkey. Created by Wieden & Kennedy Amsterdam, the work aims to illustrate the company’s commitment to human progress in the region. The TV spot was shot in two General Electric facilities in Saudi Arabia and Qatar. The campaign was written by Zach Watkins, art directed by Craig Williams and directed by Jamie Rafn through Smuggler. Glassworks handled post-production, while audio post-production was by GCRS.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.