The Ka Lay Wa Bell in Myanmar is one of the most important bells in Myanmar if not the world. It's also one of the loudest ones. Which is great for people who need to be summoned but not so great for other people, like mothers with newborns. GE decided to do an experiment with "destructive interference," to see if the population could have some peace and quiet. They challenged engineering students to see if they could put their heads together and come up with a solution. There were over 576 entries from thirty-five countries around the world. The winner was Chris Nguyen from Wisconsin-Madison University.
Based on Chris's theory, GE traveled to Myanmar to set up the experiment with a sleeping baby to see if the destructive interference would work. Guess what? It worked! How cool is that?!
And how cool was it for the creative director/producer/possibly creative team if there was budget, to go on this boondoggle of a trip?
As far as long-form content goes it's interesting enough and beautifully shot. The larger point is clear as a bell (sorry) which is: "if we can do that with a giant bell just imagine what we could do with stuff in your neck of the woods."

Agency: BBDO New York Client: GE Title: Unimpossible Missions – You Can’t Unring a Bell Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, New York: Greg Hahn Executive Creative Director: Michael Aimette Creative Director: Gary Du Toit Creative Director: Lance Vining Head of Production: David Rolfe Executive Producer: George Sholley Producer: Jack Patrick Head of Music Production: Rani Vaz Senior Account Director: Kathryn Brown Account Director: Lindsey Cash Account Executive: Elizabeth Jacobs Production Company: Bullitt Director: Diego Contreras DP: Matyas Izsak Erdely Chief Executive Officer: Todd Makurath Executive Producer: Luke Ricci Head of Production: Elicia Laport Producer: Jon Dawes Editorial: Cosmo Street/Trim Editorial Executive Producer: Maura Woodward Producer: Anne Lai Editor: Paul Harcastle Assistant Editor: Joshua Berger Visual Effects: A52 Executive Producer: Patrick Nugent Head of Production: Kim Christensen Producer: Drew Rissman VFX Supervisor: Andy Rafael Barrios Telecine: Company 3 Producer: Rochelle Brown Colorist: Tim Masick Music Composer: Max De Wardener Mix: Sonic Union Producer: Justine Cortale Engineer: Michael Marinelli