Which advertising agency created Apple’s “Think Different” campaign, launched in 1997?

TBWA\Chiat\Day created Apple’s “Think Different” advertising campaign, launched in 1997.

The campaign was developed after Steve Jobs returned to Apple and sought to restore the company’s identity. Its famous television commercial, often called “Here’s to the Crazy Ones,” celebrated influential figures such as Albert Einstein, Amelia Earhart, Martin Luther King Jr., and Pablo Picasso.

The wording used “Different” as an adverb rather than the more conventional “Differently.” That unusual phrasing became part of the campaign’s memorable style. The advertisements focused more on creativity and rebellious thinking than on technical product specifications.

The campaign is sometimes confused with Apple’s later “Get a Mac” advertising, which was created by the same agency but used a different concept and ran from 2006. “Think Different” was closely associated with Apple’s late-1990s turnaround.