A global ad campaign created for GE Energy Masoneilan & Consolidated Products by Eric Mower + Associates has won Best Print Campaign for 2012 by BtoB magazine. The “Valve Animals” campaign took first place (less than $200,000 media spend) in BtoB’s Best competition. Winners will be recognized on Nov. 14 in New York City.
Each year, BtoB honors creative excellence in b-to-b advertising across multiple categories. The awards are judged by BtoB’s editorial team. Each winner in its respective category is up for the Best of Show award, which will be announced at the event.
To attract global interest about two new control valves from GE Energy, EMA created a series of ads featuring animals created entirely from valve products. Paired with compelling messages about control, efficiency and safety, this unconventional approach built a powerful new picture of the brand.
BtoB editors said the campaign grabbed the audience’s attention in a particularly engaging way. “The art is compelling, the use of white space is refreshing; and the copy block explains how GE can provide advanced valve solutions for difficult energy challenges. We’re glad GE trusted its animal instincts.”
The headline for the ad with the bull reads “Valve solutions that take charge,” while the owl ad headline says “Digital field instruments to help you make wise decisions.” The shark ad headline reads “Valve solutions that keep danger at bay.”
The full write-up from BtoB appears online here.