Dell: Now and Them

Our first campaign for Dell needed to launch the new XPS 13 2-in-1 in a way that delivered a halo effect – not just for the XPS range but across all Dell products and the brand – and brought to life the ATL comms platform ‘as real as it gets.’

Leveraging two social trends – ‘sleeveface’ and colourising archive images – we created the Now & Them campaign. Working with a historian, colourist and photographer, we juxtaposed professions from the late-nineteenth and early-twentieth century with their modern-day counterparts in ‘sleeveface’ style photography, showcasing the virtually borderless display of the XPS 13 2-in-1 device. A package of assets including the ‘now and them’ images, a behind the scenes video and historical commentary was leveraged across earned and owned media.

We secured six in-depth national features for the product launch including Mail Online (which created ‘slider’ images from our assets), The Sun Online and the Evening Standard plus 10 further pieces of coverage in technology and lifestyle media. Video content also saw 28,000 views.