A global ad campaign created by Eric Mower + Associates for GE Energy’s Masoneilan and Consolidated valve solutions took top honors yesterday at BtoB magazine’s Best Creative Awards competition. The “Valve Animals” campaign was named “Best of Show” at the award ceremony in New York City, edging out 45 other campaigns for brands including Xerox, H-P, Google and IBM.
Each year, BtoB’s Best Creative Awards honor creative excellence in b-to-b marketing across such categories as integrated campaign, print advertising, direct mail, TV, online and video. The awards are judged by BtoB’s editorial team. Each winner in its respective category—“Valve Animals” took first place for Best Print Campaign (less than $200,000 media spend)—is up for the prestigious Best of Show award, announced live at the award event.
“Showcasing a product in an unexpected manner is one way to grab the audience's attention, and the campaign devised by EMA is a prime example,” reported BtoB.
The ads, which launched in September 2011, feature animal shapes formed out of control valves with witty headlines tied to each “animal.” The campaign was created to attract global interest in GE’s line of Masoneilan and Consolidated valve solutions. Paired with compelling messages about control, efficiency and safety, this unconventional approach built a powerful new picture of the brand.
BtoB editors credited the campaign for grabbing the audience’s attention in a striking and engaging way. “Arresting visuals, lots of white space, relevant headlines and sharp, brisk copy characterized the campaign,” the magazine reported.
“When it comes down to it, our ads are talking to decision-makers, people, not machines or businesses,” said Tom Armentrout, managing partner, EMA. “That’s why our creative approach is to present brands in a way that will resonate with people’s emotions. We’re honored to be recognized within the industry, but really tip our hat to our clients, who stood behind our vision of introducing their new products beyond the standard facts-and-figures way.”