Last year, Dell tapped YouTube influencers for its back-to-school campaign. This year, the brand is taking things to the next level, moving beyond young Internet celebrities (though this campaign still features one) to young achievers in fields like fashion, science and technology.
In a new documentary series from Y&R in New York, the brand follows four different young achievers: Taylor Wilson, a 21-year-old nuclear physicist; Isabella Rose, a 14-year-old fashion designer and artist; João Pedro Motta, a 19-year-old Brazilian tech entrepreneur; and 19-year-old YouTube sensation Jenn McAllister, known as Jennxpenn.
"Dell's actual mission was to sell their 2-in-1 [laptop and tablet] and various other computer products to the teen market," said Meredith Kinee, senior copywriter at Y&R New York, noting that the brand wanted to do so by showing teens using the technology to achieve their dreams.
The docuseries, a digital campaign with four 90-second spots, is slated to run until September. The brand also shot a 30-second television spot featuring McAllister.
"Dell wanted to make teens the experts in technology and speak to them in a way that was on their level," said Kinee. "What better way to talk about expertise than to leverage kids that are actually experts in their field? It was important to us to find kids who weren't just YouTube stars, who weren't just influencers, but they had those bigger technology stories and those bigger achievement stories."
Y&R New York
Chief Creative Officer: Leslie Sims
Global Executive Creative Director: Christian Carl
Senior Copywriter: Meredith Kinee
Senior Art Director: Rachel Cuyler
Head of Production: Greg Lotus
Senior Producer: Salima Millott
Associate Producer: Sarah Haroldson
Music Producers: Lauren King, Deb Oh
Head of Celebrity Talent: Lauren King
Business Manager: Maggie Diaz
VML New York
Dave Quintiliani, Creative Director
Lisa Baldini, Associate Director, Social Strategy
Production Company: M ss ng P eces
Director: Josh Nussbaum
DP: Adam Jandrup, Ethan Palmer
Executive Producer: Ari Kuschnir
Line Producer: Brian Quinlan
Post-Production: M ss ng P eces
Editor: Karl Amdal, Adam McClelland
Producer: Orlaith Finucane
Sound Facility: One Thousand Birds
Music: YouTooCanWoo, Bromeliad