Intel Dell Technologies


Agency: VMLY&R


Intel and Dell Technologies are teaching people to properly “e-cycle” their electronic waste (e-waste) with an interactive experience in Nintendo’s Animal Crossing.

Last year's e-waste totaled substantially more than the weight of all adults in Europe, or as much as 350 cruise ships the size of the Queen Mary 2, or 78 miles of e-waste (Source: United Nations University).

Launching on National Recycling Day (Nov 15th), players can visit the eCycleLand island and turn in the Rusted Parts found in the game for a sought-after item. While in eCycleLand, users will be educated about the real ways they can e-cycle, in partnership with Dell:

At the start of the tour, the visitor will scan a QR code to access an unlisted YouTube video that pairs with the walking tour around the island (much like a museum self-guided tour). This post is for auditory use, meaning it will not need to be watched, but just listened to as the visitor moves from station to station.
o Station 1: What is e-waste? A brief intro to e-waste and why it’s a problem
o Station 2: What is e-cycling? A brief intro to e-cycling and how it combats the problem of e-waste
o Station 3: What can be e-cycled? A gamified explanation of what can/cannot be e-cycled

o At the fourth and final station, players receive information on programs they can use to e-cycle in real life
o Players receive instructions on how to e-cycle their old devices, no matter the brand
o Eligible devices can be shipped to Dell at no cost and traded in for credit towards new electronics. Dell will also e-cycle ineligible devices for free.

Intel’s Animal Crossing e-cycling education integration is just one of many brand sustainability efforts in progress. As part of Intel’s commitment to progress against climate change, the company continuously looks for ways to develop more sustainable technology solutions and collaborate with other organizations to advance best practices in corporate responsibility worldwide.

Quote from John Coyne, VP/GM, Brand, Creative & Media at Intel:
“The Animal Crossing integration from Intel and Dell is designed to educate consumers about e-waste and the benefits of e-cycling. These practices not only keep e-waste out of the landfill but can also extend the life of used products and directly support equitable access to technology. Our industry has the power and the responsibility to deliver a future of more sustainable computing. When we embrace this new era of shared corporate responsibility, we can more quickly drive meaningful change as we work to tackle our world’s greatest challenges.”

Quote from Alli Pierce, Global Chief Creative Officer for Intel, VMLY&R:
“Our virtual lives and real lives are so connected now—even the games we play reflect our real-life problems. Animal Crossing, despite being a utopian world, still clutters its beaches with rusted parts that have no practical use in the game. With Intel and Dell’s eCycleLand, we’re showing people that old and broken tech can take on new life through e-cycling in both the virtual and real world.”

This professional campaign titled 'eCycleLand' was published in United States in November, 2022. It was created for the brands: Dell Technologies and Intel, by ad agency: VMLY&R. This Experiential and Integrated media campaign is related to the Electronic Devices and Electronics, Technology industries and contains 10 media assets. It was submitted about 1 year ago by Marketing Manager: Aspasia Tsampas of VMLY&R.


Agency (VMLY&R):

Debbi Vandeven (Global Chief Creative Officer)
John Godsey (Chief Creative Officer)
Alli Pierce (Chief Creative Officer)
Derek Clark (Executive Creative Director)
Santiago Cuesta (Executive Creative Director)
Brandan Jenkins (Group Creative Director)
Esteban Izquierdo (Group Creative Director)
David Santiago (Creative Director)
Daniel Miller (Associate Creative Director)
Tabatha Biggerstaff (Senior Art Director)
Roy Milton (Creative Director)
Jess Rasiel (Art Director)
Cheridan Arthur (Copywriter)
Grace Reinhold (Art Director)
Alicia Kennedy (Copywriter)
Dave Swearingen (Design Director)
Sabrina Tinsley (Senior Designer)
Jamin Hoyle (Associate Design Director)
Howard Laubscher (Managing Director of Strategy and Insights)
Amrita Bhatia (Group Director of Strategy and Insights)
Alex Blitstein (Associate Director Strategy and Insights)
Amy Winger (Global Client Lead)
Kryslyn Burks​(Executive Director, Client Engagement)
Marissa Schultz (Director Client Engagement)
Maria Mejia (Associate Director Client Engagement)
Daffodil Ryan (Supervisor Client Engagement)
Camille Lavoie (Account Manager)
Camille Lewis (Senior Program Manager)
Adam Woullard (Managing Director Connections, PR)
Nolan Greiter (Connections Director)
Penny Hurd (Connections Director)
Bianca Lev-Mathias (Connections Supervisor)
Emily Lancaster (Connections Supervisor)
Selina Kendall (Associate Director Experience Design)
Mathieu Shrontz (Group Executive Producer)
Nick Doering (Producer)
Betty Greiner (Senior Production Business Manager)
Theresa Notartomaso (Executive Music Producer)
Carson Catlin (Integrated Production Supervisor)
Kate Zadoo (Senior Producer)
Cody Beltram (Senior Motion Designer)
Kyle Grandmaison (Editor)
Meghann Miller (Motion Designer)
Alex Burns (Asset Specialist)
Justin Roberts (Editor, Colorist)
Dave Altis (Executive Director Experience Design)
Susan Tiehen (Director Experience Design)
Dana Sawyer (Associate Director Experience Design)

Clients (Intel):

John Coyne (VP, General Manager, Brand, Creative & Media)
Matt Huntington (Director, Corporate and Product Brand Identity)
George Olexa (Sr. Director of Brand Strategy)
Caryn Herder (Sustainability Initiative Lead - Cross-Intel Initiative Marketing)
Chris Kusber (Sr. Brand Manager)
Paige Kane (Brand Manager)
Christa Nutor (Social Media Strategist)
Kylee Holden (Manager Brand Community)
Jake Braught (Digital Strategist)
Julie Van Antwerpen (Global Digital Marketing Experience Manager)

Clients (Dell Technologies):

Liz Matthews (Senior Vice President, Global Brand and Creative)
Sarah Gilliam (Recycling and Sustainability Services Marketing Consultant)
Jill Hair (ESG and Corporate Sustainability Communications)
Liz Hawes (Sr. Event Planner)
Patti Kelly (PR & Influencer Relations)
Dan Kessler (Strategic Alliances Integration Leader)
Kim Mallinger (Product Marketing Manager)
Abby Swerin (Global Marketing Manager)
Sonja Tuitele (Sustainability & Supply Chain Communications)


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.