Improve Your Selfie at Dell and Y&R's 'Center for Selfie Improvement'

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.

Credits

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 Koenig