90's Seminar - Think Different

In our lecture on 08/03/17 on the context of the 90's, we looked at the context surrounding some of the iconic 90's ads, including Apple's 'Think Different' campaign from 1997. In the mid 90's, Apple's brand value was severely declining, and the brand was seen as uncool and undesirable. Apple's advertising agencies TBWA and Chiat/Day had a mammoth task in rebuilding brand identity, and tried to enforce notions of counter-culture change and innovation. The adverts they created took famous figures and icons from politics, religion, sport, dance, art and generally every discipline known. The adverts were so successful that they won an Emmy Award for Best Commercial. The ads completely changed Apple's brand identity, and the brand is now synonymous with being 'cool', and incredibly popular.