I stumbled upon the Apple Think Different campaign some years back and I thought it would be apt to share it as the continuation of my previous post. Here's a very simple but powerful idea and truly fit the spirit of Apple. Apple basically associated itself with icons who made an impact on culture and society through their ads with the tag line "Think Different". I really like the print execution, where "Think Different" were the only copy on the ad. It goes to show that sometimes you don't need a ton of copy to convey the message. What's most important in a branding campaign is the communication of the idea and strategy in the most impactful manner. Not many companies can pull this off though, it worked really well for Apple because the company has the legacy, personality and credibilty to pull it off. It couldn't have worked any other way!
Some of the icons used in the campaign besides Feynman were Albert Einstein, John Lenon/Yoko Ono, Jim Henson, Picasso, Gandhi, Martin Luther King, Jr., Richard Feynman, Richard Branson, Thomas Edison, etc.
Think about it: A revolutions starts with an idea.
Here's the copy to the Apple Think Different TVC:
Here's to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules
And they have no respect for the status quo.
You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing that you can't do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that's never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think that they can
change the world, are the ones who do.
Think about it: A revolutions starts with an idea.
Here's the copy to the Apple Think Different TVC:
Here's to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules
And they have no respect for the status quo.
You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing that you can't do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that's never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think that they can
change the world, are the ones who do.
