General Electric Appliances

Ed Martin - CMO
Wendy Brown - Manager, Consumer Digital & Social Media, Appliances
Tim Matis - Director, Advt.
Alex West - ELCP, Advt.

BBDO New York *Lead Agency

John Osborne - President & CEO New York
Juliana Cobb - Creative Director
Cathy Israelevitz - EVP, Sr. Acct. Director
Dennis Lim - Creative Director
Sangeet Pillai - Assoc. Planning Director, Behavioral Planning
Scott Rodgers - SVP, Sr. Creative Director

OMD

M Booth & Associates

In a category that speaks just to super moms, we took GE Appliances refrigerator on a high-stakes, off-road adventure that appealed to both men and women. Research helped uncover a unique target for refrigerators: Preserversmen and women concerned about freshness. To prove GEs fridge could take freshness further, we put one on the back of a truck to deliver a fresh meal to a scientist on location where fresh food is rare. It was the ultimate torture test- a Freshpedition. The journey captivated and convinced consumers and sales skyrocketed.