Ben Bass

For over a century, GE had been synonymous with the progress wrought by industrial innovation. But by early 2018, it was struggling with negative publicity around its financial performance, and the shadow of a corporate breakup loomed over this symbolic corporation.

But underneath the media frenzy, beyond the fluctuations in the bottom line, GE remained committed to the same ethos: forging a better life for people through ingenuity and invention.

So for the 2018 Olympics, we had to remind the world about all the good that GE brings into the world. To show them that we all have a stake in GE’s continued success, because the things GE makes are fundamental to our modern way of life. To prove that, now as ever, GE makes what matters.