Dell partnered with the agency to launch its greenest consumer desktop PC—the Dell Studio Hybrid.Background: Studio Hybrid is a desktop system that will be sold globally on-line, as well as at retail, primarily at Wal-Mart. At retail, the Hybrid will be sold as both a stand-alone system and bundled with a monitor. It is marketed as a primarily premium product with a strong “green message.” The structural materials are recycled bottles/plastics and other materials. The target consumer is 25-45 years of age and is globally/digitally creative.

The agency's final design captures and supports the overall attributes of the Dell Studio Hybrid:• It uses packaging that is smaller than that of other PCs and is made from 95% recyclable materials, including recycled bottles, plastics and paperboard• It is 80% smaller than a standard desktop, so it fits anywhere • It uses 70% less power than a typical desktop