Think Different

Think Different is a series of advertising spots created by Apple Computer to re-establish its brand identity. The campaign featured black and white footage of iconic figures from history, such as Albert Einstein, Martin Luther King Jr., and John Lennon, accompanied by a voiceover celebrating their unconventional thinking and achievements. It aimed to align Apple with innovation, creativity, and challenging the status quo.

The 'Think Different' campaign is widely regarded as one of the most successful and influential advertising campaigns of all time. It is credited with revitalizing Apple's brand image during a challenging period and re-establishing its association with creativity and innovation. The campaign received numerous advertising industry awards and is frequently cited in marketing and business case studies.

• Celebrated for its powerful emotional resonance and its ability to redefine a struggling brand.

• Praised for its masterful use of historical figures to inspire and connect with consumers.

• Considered a benchmark in advertising for its simplicity, elegance, and impactful message.

Google audience: Audience reactions primarily focus on the campaign's inspiring nature and its role in Apple's resurgence, with many recalling the iconic imagery and slogan.

Cannes Lions Grand Prix for Advertising, Clio Awards, One Show Gold Pencil Award, Adweek's "Ad of the Year"

The initial concept for the campaign came to Steve Jobs and his advertising agency, TBWA/Chiat/Day, after they decided that the initial campaign idea was too generic and that Apple should instead celebrate the rebels and non-conformists who changed the world.