TBWA\Chiat\Day created Apple’s “Think different” campaign associated with Steve Jobs’s return.
Apple introduced the campaign in 1997, soon after Jobs returned to the company following Apple’s acquisition of NeXT. The campaign used the slogan “Think different” alongside black-and-white images of influential figures such as Albert Einstein, Mahatma Gandhi, and Amelia Earhart. Its message presented Apple customers as creative people willing to challenge established ideas.
The campaign was developed by the advertising agency TBWA\Chiat\Day. The grammatically unusual phrase was deliberately chosen as a concise brand statement and became strongly linked with Apple’s renewed identity in the late 1990s.
BBDO, Ogilvy & Mather, and Saatchi & Saatchi were major advertising agencies, but none created this Apple campaign. The slogan is also sometimes treated as the name of a single advertisement; in fact, “Think different” referred to a broader campaign that included television, print, and outdoor work.