Dell - Now and Them product launch - Case Study - Brands2Life Dell: Now and Them CHALLENGE 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.’ APPROACH 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 t

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