W+K Amsterdam makes debut for GE with ‘Progress’ campaign in the Middle East

Wieden+Kennedy Amsterdam has produced its first campaign for new client GE MENAT (US industrial giant GE in the Middle East, North Africa and Turkey) called ‘We all make progress.’ This is designed to promote GE as a driver of progress in the Middle East, by celebrating the tangible, human benefits of its technology.

The campaign uses close-up photography (in this case a humble household plug) and comprehensible copy to show GE’s technology from a human perspective.

‘We are excited to be creating work with W+K that uniquely expresses the impact which GE’s work delivers to its partners, customers and the region. This campaign certainly supports our approach on how we partner to drive real progress and bring societal value for generations to come,” says Rania Rostom, GE’s communications director for the region.

‘We set out to create impactful, relevant work for GE which demonstrates their longstanding commitment to improving lives in the region. This is just the beginning,” says W+K Amsterdam managing director Clay Mills.

The writer was Zach Watkins and the art director Craig Williams.

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