Dell's Back-to-School Campaign Is a Docuseries About Young Achievers

Last year, Dell tapped YouTube influencers for its back-to-school campaign. This year, the brand is taking things to the next level, moving beyond young Internet celebrities (though this campaign still features one) to young achievers in fields like fashion, science and technology. 

In a new documentary series from Y&R in New York, the brand follows four different young achievers: Taylor Wilson, a 21-year-old nuclear physicist; Isabella Rose, a 14-year-old fashion designer and artist; João Pedro Motta, a 19-year-old Brazilian tech entrepreneur; and 19-year-old YouTube sensation Jenn McAllister, known as Jennxpenn. 

"Dell's actual mission was to sell their 2-in-1 [laptop and tablet] and various other computer products to the teen market," said Meredith Kinee, senior copywriter at Y&R New York, noting that the brand wanted to do so by showing teens using the technology to achieve their dreams.