"Think Different" Campaign

The "Think Different" campaign was a marketing effort by Apple launched in 1997 to highlight creativity and innovation. It celebrated thinkers, inventors, and change-makers who challenge the status quo, positioning Apple products as tools for those who dare to think differently. The campaign aimed to reconnect Apple with its core cultural values and distinguish it from competitors by emphasizing individuality and visionary thinking. It featured iconic images and stories of figures like Einstein and Martin Luther King Jr., inspiring consumers to see Apple as a brand for creative pioneers and forward-thinkers.