Title: Think different
Client: Apple
Agency: TBWA\Chiat\Day, Los Angeles
Chairman and chief creative officer worldwide & account director: Lee Clow
Creative directors: Ken Segall, Rob Siltanen, Eric Grunbaum & Amy Moorman
Executive producer, director & art director: Jennifer Golub
Art directors: Jessica Schulman, Margaret Midgett, Ken Younglieb, Bob Kuperman, Yvonne
Senior Editor: Dan BootzinS
mith & Susan Alinsangan
Copywriter: Craig Tanimoto
Stock photo and film research: Susan Nickerson
Text:
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 quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
And while some see them as the crazy ones,
We see genius.
Because the people who are crazy enough to think
they can change the world,
Are the ones who do.
The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as focused attention for new products.
In 1998 the television spot won the second annual primetime Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long term campaign won an Effie award for marketing effectiveness.
