Digital creative agency Barbarian, tapped by Baker Hughes to develop “Look to Us,” a new content campaign to launch its brand-new identity, in a post-GE world. The international campaign comes in response to the initial divestiture to voice Baker Hughes’ optimistic future, telling the “Who is Baker Hughes without GE?” story, as an independent energy company that’s redefining what’s possible through the power of engineering, science and data, and unmatched expertise of 100 years. The campaign positions Baker Hughes as an authority while teasing goals that will soon become a reality through an Anthem video, a content series, print, OOH, social and digital running as of October 2019 through January 2020. “Look to Us” was designed to pose “What if” questions to convey a sense of possibility while challenging consumers to think about what’s next. This allows “Look to Us” to be more than just a campaign – but also a call to action.