The brief was to intrigue recent engineering grads to consider GE, a company many saw as established but not necessarily exciting. So instead of talking about specs or systems, we set out to make the work feel unexpected, intelligent, and worth a closer look.

“Squirrels” turned a small, relatable problem into a bigger story about complexity, infrastructure, and the kind of challenges engineers at GE actually solve. It was designed to spark curiosity first, then reveal the depth behind it.

We brought the idea to life as a college campus campaign across four universities, meeting students where they were and giving them a reason to engage with the brand on their own terms.

RESULTS:
The campaign successfully captured attention and drove interest among engineering grads, repositioning GE as a place where smart, curious people could tackle real-world problems in unexpected ways.