Dell: XPS youniverse creators

Dell Technologies, a technology brand, challenged 10 creators from different art forms in India to collaborate and create a masterpiece that questioned their existing format of creation and positioned the brand as the ultimate creator's machine.

The communication goal

Laptops have always been viewed as a utilitarian product by their very nature and are believed to lack the scope of undertaking creative projects. This was the exact belief that Dell aimed to shatter through the XPS Youniverse Creators campaign. By bringing together creators from a plethora of disciplines, Dell wanted to establish itself as the ultimate Creator's Machine through which anything was possible!

The situation analysis

Amongst a multitude of path-breaking consumer behaviors, an eminent observation made by marketers was the way consumers started consuming content during the lockdown. OTT platforms and social media became the...

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