Apple and its brand line “Think Different”. We have all seen it, know about it. The impact of the “Think Different” ad campaign was huge. In 12 months, the stock price of Apple tripled without the launch of any new product. Rob Siltanen, was the chief creative officer at Siltanen & Partners shares the thought process behind the ad campaign. Inspired by the movie "Dead Poets Society" starring Robin Williams, and particular pieces of the movie like the one below:
“We must constantly look at things in a different way. Just when you think you know something, you must look at it in a different way. Even though it may seem silly or wrong, you must try. Dare to strike out and find new ground.”
“Despite what anyone might tell you, words and ideas can change the world.”
“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. Poetry, beauty, love, romance. These are what we stay alive for. The powerful play goes on and you may contribute a verse. What will your verse be?”
With the context of going beyond the obvious, Apple focused on personalities who challenged the status quo. The people who went beyond their comfort zones and made a mark on the history of mankind. Thus both, the brand line and the ad are timeless. Even today, when we see the “Think Different” or as it is called “To the crazy ones” ad, we get goosebumps. For whatever we do in life, there is always a scope to challenge the status quo, to go beyond the accepted norms, to bring something new to life and move the human race forward. Here is the draft version of ‘Think Different’ text which came out from as first inspiration from the lines of “Dead Poets Society”.
To the crazy ones.
Here’s to the misfits. The rebels. The troublemakers.
Here’s to the ones who see the world differently.
They’re the ones who invent and imagine and create.
They’re the ones who push the human race forward.
While some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to believe they can change the world are the ones who actually do.
“Think different.”
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