'Think Different' by Apple, 1997
24 x 36 Inches
Screen print on heavy, gloss poster paper.
Original, officially licensed print by Apple which kicked-off one of the most successful advertising campaigns in history.
ABOUT THE ART
Think different is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple, Inc. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day. The slogan has been widely taken as a response to IBM's slogan "Think." It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.
Upon release, the "Think Different" Campaign proved to be an enormous success for Apple. Critically acclaimed, the TV spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.
In retrospect, the new ad campaign marked the beginning of Apple's re-emergence as a marketing powerhouse. The success of the "Think Different" campaign, along with the return of Steve Jobs, bolstered the Apple brand and reestablished the "counter-culture" aura of its earlier days, setting the stage for the immensely successful iMac all-in-one personal computer and later the Mac OS X operating system.