Poster
Think Different — Albert Einstein
Apple · 1997
- Agency
- TBWA\Chiat\Day
- Campaign
- Think Different
Analysis
A black-and-white portrait of Albert Einstein carries a small Apple logo and the campaign line. The poster connects the computer brand with independent thought.
“Think different.”
Borrowed meaningMinimal copyPortraiture
Why it worked
The familiar face supplies the story before the brand appears. The small logo lets the viewer make the connection between invention and the product.
Lesson
Choose a cultural reference that expresses the identity your customers want.