GE Appliances – America At Work

GE Appliances wanted to make Americans aware that the appliance company is still employing and investing in American workers for innovation, design and product assembly. My creative team created and photographed this advertising awareness campaign, emphasizing American-made by announcing to everyone buying GE Appliance products, “Thank you” for supporting American jobs. Photos of real employees working at five U.S. locations were shot in a gritty stylistic look, conveying the feeling of authenticity of real workers and a moment in the life of the GE Appliances worker. This campaign created a boost in sales, but also gave a cultural and morale boost to the company’s workers. Oversized posters were made of the ad photography and put in key areas in each of the U.S. locations.