Baker Hughes was traditionally an oil & gas company that was founded over 100 years ago, and in 2019 it was time for a change. Baker Hughes had been purchased by GE in 2017, and by 2019 they were being sold off from the GE portfolio. Meanwhile, the oil & gas industry was reckoning with the realities of its future.
Wracked with uncertainty, internally and externally, everyone was asking “what’s next for Baker Hughes?” What would the company be called? Would they change their offering? How were they thinking about the future of energy?
In September 2019, all of these questions were answered with the launch of the new Baker Hughes -- an independent, energy technology company. Barbarian launched the campaign to introduce this rebrand and repositioning, “Look to Us.”
The campaign sought to take on all of the issues surrounding Baker Hughes head-on, acknowledging the questions we knew people were asking. Creative posed these questions, while driving to the Baker Hughes landing page about their plan for the future, from integrating AI in order to drive efficiencies to their pledge to become carbon neutral.
The campaign, the start of a shift into a new category of energy technology, ran globally, across print, OOH, social, and digital -- from billboards in Texas, to airports in Dubai, to Times Square.
