Turning ocean plastic into a sharper story
Corporate social responsibility messaging for Dell’s commitment to transforming ocean plastic into computer parts.
Where the conversation was
Place-aware media mix
“Sea the big picture.”
Dell wanted consumers to understand its environmental work in a way that felt concrete, relevant, and connected to the places where ocean pollution mattered most.
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Used social listening to identify where conversations about ocean pollution were most active.
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Positioned print and digital ads in coastal cities and towns near large bodies of water.
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Made the technology story tangible by connecting recycled ocean plastic to Dell computer parts.
A closer look at the Dell Ocean Plastic work.
Dell Technologies · CSR story
Making a global sustainability initiative feel immediate and concrete.
Dell Global Marketing partnered across teams to bring awareness to Dell’s commitment to turning ocean plastic into computer parts. The story needed to move beyond corporate responsibility language and help consumers understand the actual transformation: waste collected from the ocean becoming part of a product they could use.
The campaign anchored the idea in a simple, ownable line: “Sea the big picture.”
Dell Technologies · Place-aware media
Using social listening to put the message where ocean pollution was already being discussed.
The campaign used social listening to identify markets where conversations about ocean pollution were most active, then positioned print and digital ads in coastal cities and towns near oceans and large lakes. The media strategy made the environmental message feel local, timely, and tied to the places where impact would be most visible.
The creative system translated the sustainability story into direct consumer messages across environmental print and targeted digital placements.
The campaign translated a complex sustainability initiative into a place-aware consumer story with a clear product connection.