Steve Jobs had just returned to the struggling company, Apple Computer in 1997. Jobs and Lee Clow had collaborated back in 1984 to launch the MacIntosh. Now was the time to recover the sense of Apple’s place in the world of creative users. The TBWA Chiat/Day team said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. The "Think Different" phrase provided an opportunity to celebrate both the creativity of these people but also the distinctiveness of Apple in the computing world, responding to IBM’s historic campaign motto, "Think". The campaign was swiftly approved by Apple, then begun with the television commercial, which first ran on Sept. 28 1997, followed by the print ads, billboards and posters. (Source -Inspiration Room)
To read more about this renowned campaign, click on this link to read a background article by Rob Siltanen who was the Creative Director for the campaign - https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/#7bc50b3962ab.
This image of Dr. James Watson was part of Apple’s "Educators Set", which was printed in 2000 and distributed through its Education Channels. Included with the set was a biography of each person depicted. Here is an excerpt: "Dr. James Watson: ‘Code cracker’. In his late teens, his boyhood passion for bird-watching blossomed into a yearning to understand genetics. After earning a Ph.D. in zoology in the early ‘50s, he and Francis Crick proposed a radical new insight into understanding the structure of the DNA molecule, which contains the genetic code for all life. He was an early leader of the Human Genome Project. He has published five books and numerous scientific papers. And his curriculum vitae includes honorary degrees from 25 universities and 18 awards, including the Nobel Prize in Physiology or Medicine (1962). He is known for the greatest achievement of science in the twentieth century."
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