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Six classic ‘Think different.” posters issued by Apple Computer, Inc. in 1997 and 1998, 24 x 36 and 36 x 24, featuring portraits of Thomas Edison, Alfred Hitchcock, Pablo Picasso, Mohandas Gandhi, Martha Graham, and Cesar Chavez. The upper corner of each poster features the Apple logo and 'Think Different' slogan, and adjacent corners bear a copyright caption. Rolled and in overall fine condition, with light scattered marks and small creases, most notably to the Hitchcock poster.
Introduced shortly after Steve Jobs returned to Apple in 1997, the celebrated "Think Different" campaign was developed by TBWA\Chiat\Day under the direction of Lee Clow, who had previously worked with Jobs on Apple's landmark 1984 Macintosh advertising campaign. Conceived at a time when Apple was struggling to redefine its identity, the campaign associated the company with influential innovators, artists, and visionaries whose creativity and unconventional thinking had shaped the twentieth century. Widely regarded as a modern counterpart to IBM's long-running ‘THINK’ slogan, the campaign debuted with the acclaimed ‘Here's to the crazy ones’ television commercial on September 28, 1997, and soon expanded into a series of print advertisements, billboards, and posters that became among the most recognizable images in Apple's advertising history.
