Detailed analysis of current “green” advertising revealed our insight - that as the world grapples with the reality of dwindling finite resources, most of the available solutions seem to be about sacrifice. GE differentiated themselves by asking, “how can we use our imaginations to do more with less?” Using visual metaphors we sought to intrigue our audience and present them with a clear message. The advertising demonstrates how seamlessly nature and technology can coexist.

In post-flight research, overall perceptions of GE as an environmentally friendly company increased (+8 pts). Compared to pre-flight data, total brand awareness increased 13 pts.

Results are significantly higher for executives who recognised GE ads, indicating that the advertising is the basis for the shift in attitudes towards GE.