June 9, 2000: Apple, TWBAChiatDay Win Award for “Think Different” Campaign

by Chris Seibold Jun 09, 2011

The "Think Different" campaign might not have been grammatically correct but it was well received. The ads featured luminaries such as Ghandi, Francis Ford Coppola (mistaken frequently for Steve Wozniak) and John Lennon. After highlighting the "difference makers" Apple urged the viewer to "Think Different."

The point of the ad campaign was transparent; reject the normalcy of the Windows world for the creative aura of Apple. It was unclear how many computers the effort moved but it did help launch the iMac and solidified Apple's image in the minds of many people.

The advertising industry enjoyed the promotion as well, awarding Apple, TWBA\ Chiat\Day the industry’s highest honor--the Grand EFFIE. Apple supplanted the previous year’s winner, the Yo Quiero Taco Bell Chihuahua, on June 9, 2000.


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