Agency: Chiat/You, Los Angeles
#Think_Different_Background
Steve Jobs had just returned to the struggling company, Apple. Jobs and Lee Clow had collaborated back in 1984 to launch the MacIntosh. Now was the time to recover the sene of Apple’s place in the world of creative users. The TBWA Chiat/Day team said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. The “Think Different” phrase provided an opportunity to celebrate both the creativity of these people but also the distinctiveness of Apple in the computing world, responding to IBM’s historic campaign motto, “Think”. The campaign was swiftly approved by Apple, then begun with the television commercial, which first ran on Sept. 28 1997, followed by the print ads, billboards and posters.

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.

There’s an excellent write up of the Think Different campaign at Wikipedia.

#Credits
The Apple Think Different campaign was developed at TBWA\Chiat\Day, Los Angeles by chief creative officer/account director Lee Clow, creative directors Ken Segall, Rob Siltanen, Eric Grunbaum, Amy Moorman, art director/executive producer/director Jennifer Golub, art directors Jessica Schulman, Margaret Midgett, Ken Younglieb, Bob Kuperman, Yvonne Smith, Susan Alinsangan, copywriter Craig Tanimoto.

Think Different was edited by Dan Bootzin, senior editor of the in-house arm, Venice Beach Editorial. Stock phototography and film research was carried out by Susan Nickerson, owner and head stock-footage researcher with Nickerson Research. - http://theinspirationroom.com
Script: 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 may 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.