GE might be a big business, but it’s not a boring business. It’s brand and business philosophy is ‘Imagination At Work’ and this should be applied to the creative communications too. Therefore, create a piece of work that delivers the message that GE is helping the National Gallery to reduce its carbon footprint in an imaginative and engaging way.

The ‘Living Masterpiece’ was the perfect embodiment of GE’s ‘Imagination At Work’ philosophy and its commitment to making the world a greener place. It transformed an ostensibly plain, urban setting into a vibrant, organic space.

GE’s ‘Living Masterpiece’ was in Trafalgar Square for 6 months and with an estimated weekly footfall of 2.5m it meant that over 60m people saw it. With a total media and production cost of £134,000, this means that the cost-per-contact was extremely efficient at £0.002 – a figure that a traditional media plan could not match.In ‘earned’ channels our idea was picked up by some of the most influential consumer and corporate media giving us a total PR reach of 5m people. We generated hundreds of conversations through social networks with an overwhelmingly positive sentiment towards GE.