Dell EMC

Innovation vs improvement

  • Role Creative Director
  • Type DM and eDM
  • B2B Marketing Awards Best use of Direct Mail

The lightbulb wasn't invented by continuously improving the candle.

This digital & direct campaign challenged the idea of just improving existing IT architecture and highlights the importance of innovation. It draws parallels with great innovation and dramatises the control, flexibility and speed of Dell EMC’s Modern Data Centers. Upon opening the DM box a beautiful lightbulb automatically switches on and illuminates a wonderful narrative for the piece.

This was a highly tailored and successful DM and eDM campaign that ran across seven territories across Europe in multiple languages.

First prototype