Good Ideas Start with a Sketch

America's General Electric has debuted an online, interactive ad based on the idea of collaboration. "Good ideas start with a sketch," says the tagline, but "great ideas are created together."

A follow-up to last year's award-winning campaign, which allowed users to create and share drawings online, this year's effort, titled Imagination Cubed, ups the ante by offering users to invite up to two friends to collaborate with them on the same drawing in real time.

"The first campaign was all about coming up with an idea and then sharing it with friends," says Arturo Aranda of AtmosphereBBDO, creative director of the campaign. "This one is all about empowering people to work together, to put people on the same page. The whole idea was to leverage the idea of collaboration." Banner ads using the same technology are currently in development.