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Branded Entertainment
Branded Webisodes/Online Content

Gold Winner

Entrant: Cinelan, New York

GE Corporate Image
"GE Focus Forward - Short Films, Big Ideas"

Corporate Name of Sponsored Client: GE
Client Account Directors: Andy Goldberg/Alexa Christon
Agency Account Directors: Douglas Dicconson/David Laks
Senior Account Executive: Nelly Petit
Distributed By: Cinelan
Global Chief Creative Officers: Karol Martesko-Fenster/
    Morgan Spurlock
Copywriter: Ted Lambert
Director of Integrated Production: Damon Smith
Graphic Designer: House of Trim
Production Company: House of Trim, New York

Description of the Project:
GE FOCUS FORWARD—"Short Films, Big Ideas", is an integrated brand campaign executed with precision across the globe. At its core, GE FOCUS FORWARD is a series of 30, three-minute films created by Oscar, Emmy and festival award-winning documentarians like Alex Gibney, Steve James, Jessica Yu, Morgan Spurlock, Stanley Nelson, Albert Maysles and Leslie Iwerks. The films are 100% authentic and communicate the GE brand message by telling stories about innovators working to make the world a better place. These are true stories of exceptional people and world-changing ideas that are impacting the course of human development and improving our lives. Each short film received a world premiere screening at a major international film festival beginning at Sundance Film Festival, then Berlinale Talent Campus, Tribeca Film Festival, Los Angeles Film Festival, Melbourne International Film Festival, Busan International Film Festival, Mostra in Sao Paulo, Brazil, International Documentary Festival of Amsterdam, Guangzhou International Documentary Festival, and Dubai International Film Festival. The films went on to screen at over 100 festivals and events on all 7 continents. Each film was launched online via Vimeo for simultaneous activation day-and-date with its world premiere at an international film festival. With huge buzz from savvy social media and PR campaigns integrating the networks of each filmmaker, film subject and GE across relevant audiences, the films have generated more than 100 million shares from over 150 countries around the world on Vimeo alone. Concurrently, GE FOCUS FORWARD launched the richest competition ever for short-form non-fiction films. Using the same brief given to our 30 commissioned filmmakers, the GE FOCUS FORWARD filmmaker competition drew over 500 entries from 69 countries. The 5 winners were announced at Sundance and awarded $200,000 in cash prizes and their films have already drawn millions of additional views online. Total media impressions for GE FOCUS FORWARD have exceeded 2.5 billion and theatrical, TV-VOD and further online distribution efforts of the completed content set are ongoing through 2014 and beyond.