Behind the scenes

The Latitude series has long been seen as Dell’s dependable workhorse: practical, sturdy, and built for everyone. But with the launch of the Latitude 7000 2-in-1, the brief was to shift the story. This wasn’t just another device, it was sleek, premium, and made for business leaders who move fast and demand more.

That raised a simple question: what do these leaders truly seek, what do they value the most? And the thought “A Touch of Brilliance" was born.

We pitched a campaign that positioned Latitude as a travel-ready companion for the modern executive. Its standout features became a reflection of the people it was built for: 360° for their agility, long battery life for their endurance and enterprise-grade security for their confidence. We turned these features into personality traits they could identify with.

And to bring this to life we framed these ambitions in human terms through a sub-campaign that showcased startup founders from iD and Oyo Rooms to drive home the point. And on social, we proposed sparking conversations that carried this energy forward: founder-led storytelling, audience engagement, and real-time dialogue on Twitter.