Cannes Lions

Dell Technologies - Brand Transformation

VMLY&R, New York / DELL / 2023

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Dell Technologies was created when Dell acquired EMC, with the mission of driving human progress through technology for businesses and consumers alike. Our challenge: Transform Dell from a product-driven company to a purpose-driven company.

Powered by a shared vision, we reintroduced Dell Technologies and Dell to a modern audience with perception-shifting work that was innovative and inspiring. By uncovering deep audience insights, we tapped into the human, emotional and purposeful side of technology and shifted perceptions over the last five years towards a more groundbreaking, dynamic brand.

The result? Double-digit increases in key metrics, including Innovative Company (+20%), Brand I Admire (+21%) and Likelihood to Purchase (+19%). From Gen Z consumers to C-suite leaders, Dell Technologies is now top of mind as an innovative technology company. Based on results from the Dell Technologies Campaign Impact Report, FY19 H1 (2018) to FY23 H2 (2022). C-Suite Audience.


We started by establishing Dell Technologies as the undisputed leader in digital transformation with work that focused on our innovations – and the impact they had on the world – using real-world, tangible outcomes from partnering with our customers.

We also reimagined the way they marketed their computers. Positioning their laptops as the gateway to possibilities. Which reinvigorated their audience and made them more desirable among the Gen-Z crowd.

And we proved that this brand is truly using technology to move humanity forward through real-world activations, like the Unseen Ballet, where we helped the visually impaired “see” the Nutcracker Ballet for the very first time. And we created the world’s first Voice Banking Book that made it easier for people living with Motor Neuron Disease (MND) to record their voice.

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