Can you believe it’s 26 years today since Apple launched their iconic ‘Think Different’ campaign? Time flies when you’re busy changing the world.
It was the 28th of September 1997 – just a couple of weeks after Steve Jobs stepped in as interim CEO.
Apple was on the brink of collapse, and they needed something big, something bold, to shake things up. Enter: Think Different.
This wasn’t just another ad campaign. No, this was a call to arms, a rallying cry for all the misfits, rebels, and visionaries out there. It was Apple’s way of saying, ‘Hey, we see you. We are you.’ And boy, did it resonate. The campaign was nearly universally praised, scooping up several awards along the way.
But let’s not forget about the brains behind the operation. While it’s often credited to Steve Jobs, the ‘Crazy Ones’ prose was actually penned by Rob Siltanen and Ken Segall from Apple’s advertising agency, TBWA/Chiat/Day.
And what an impact it made. Think Different wasn’t just an ad campaign; it was the spark that ignited Apple’s resurgence, catapulting them from near-collapse to today being the most valuable company in the world. Now that’s what I call a comeback.
Apple showed us that those who are crazy enough to think they can change the world are the ones who do.
Do you remember this campaign?
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