GE engages artists to showcase '#badassmachines'

Client: GE

Agency: BBDO Singapore

Market: Singapore, and globally through social networks

Campaign scope: A series of illustrations that discuss GE's inventions in human terms, such as how many 747s or gallons of ice cream a single locomotive can pull. The art will appear in a machine-themed fall issue of Kult Magazine distributed in Singapore. The works will also be fed to social networks using the hashtag #badassmachines.

Press release quote: Lucy Hurst, planning director, BBDO Singapore: "We're thrilled to have the opportunity to activate a new way of working, with the aim of being able to produce in a real-time and responsive way for this extraordinary brand."

Comments: This is an interesting concept, and some of the work is stunning. Getting the masses excited about locomotives and gas turbines is a tough sell, so it will be interesting to see whether Kult's involvement can help drive the hashtag into trending territory.