Think Different was the slogan used by Apple. It was the campaign that made Apple the shiniest of computer companies. By 1997, there was hardly an Apple left to pick. CEO Steve Jobs had just returned to the company after eleven years away. The company was a joke; Jobs needed a plan. Enter TBWA/Chiat/Day with their Think Different campaign, matching up famous thinkers to the product. It took Jobs a little time to get onboard. He thought it was a little egocentric and flowery but after many discussions, the campaign launched and became one of the best known in history.

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