VMLY&R North America
Thu, 26 Jun 2014 09:49:08 GMT
This month, Dell is rolling out a social media-driven, back-to-school marketing campaign aimed at teens in the U.S., China, Brazil and India.
The “Learning Meets Doing” campaign, developed by Y&R and VML New York, communicates Dell’s support for knowledge and its application both in and out of the classroom in a light-hearted way, using a variety of social platforms including YouTube, Twitter and Instagram. Facebook and Tumblr, in particular, serve as hubs to house a collection of continuously updated micro-content and humorous videos. Pre-roll, banner ads and a paid social program will support this effort and direct teens to the Tumblr site and Dell.com.
The first video, “Selfie,” is a look at a fictional teenager whose passion for selfies has caused her to have a physical condition called Selfie Arm. She learns to embrace this uniqueness by sharing her knowledge of how to take better selfies with other teens at the Center for Selfie Improvement. This video is running online in 60, 30 and 15 second formats and will run in-cinema during the peak teen-movie viewing time of July/August.
Chief Creative Officer: Jim Elliott, Y&R New York
Global Creative Director: Jim Radosevic, Y&R New York
Creative Director/Art Director: Alan Vladusic, Y&R New York
Creative Director/Copywriter: Bruce Jacobson, Y&R New York
Group Creative Director: Hunter Eshelman, VML New York
Executive Director of Content Production: Letitia Jacobs, Y&R New York
Executive Producer: Gisellah Harvey, Y&R New York
Global Account Managing Director: Lara Griggs, Y&R New York
Group Account Director: Ann Carey, Y&R New York
Brand Strategist: Juliette Cilia, Y&R New York
Account Director: Thayer Joyce, VML New York
Production Company: Über Content
Director: Adam Gunser
Executive Producer: Phyllis Koenigview more - Creative
Categories: Consumer Electronics, TabletsVMLY&R North America, Thu, 26 Jun 2014 09:49:08 GMT