GE: Invention Donkey
At GE, people invent big, world-changing stuff—think technologies and machines that power the planet, revolutionize aviation, and transform healthcare.
But here’s the challenge: how do you show that this kind of impact doesn’t just happen overnight? That it takes massive teams, meticulous planning, long-term vision, and a staggering amount of brainpower?
Maybe, just maybe, a miniature talking donkey who grants oddly specific, invention-related wishes can help make the point.
Film directed by Steve Miller:
We didn’t just stop there…
In addition to the TV spot, the campaign included:
TWITTER: The Invention Donkey took over GE's Twitter page on launch day, responding to invention requests and engaging in real-time with video answers.
FACEBOOK: A series of teaser videos, the story of the Invention Donkey, and a long-form film introduced the Invention Donkey to Facebook users.
SNAPCHAT: Bite-sized pieces of the Invention Donkey's story directed people to the video.
TV: "Fallonventions" on Jimmy Fallon helped promote the campaign across various channels.
