The "Think Different" Campaign (1997), marked the return of Steve Jobs to Apple and is my favourite Ad campaign of all time. (Which, interestingly, only received a Silver at the Clios!?)
Fascinating behind the scenes take on this campaign by Rob Stiltanen, part of Lee Clow's creative team who put together this campaign for Apple while at Chiat/Day: http://onforb.es/1hdRgRW. I love how Jobs initially thought the script was "shit". He is descrived as a mix of "Michelangelo, Mies van der Rohe and Henry Ford—with some John McEnroe and Machiavelli thrown in".
"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 praise them, disagree with them, quote them, disbelieve them, glorify or vilify them. About the only thing you can’t do is ignore them.
Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels? While some 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."
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