Kuchokera ku mbiri ya Apple: The Think Different campaign ikubwera

Liwu loti "kampeni yotsatsa" likatchulidwa, anthu ambiri amaganiza za chojambula cha 1984 kapena "Ganizirani Zosiyana" pokhudzana ndi Apple. Ndi kampeni yomaliza yomwe tikambirane m'gawo lamasiku ano lazambiri za Apple.

Malonda a Think Different adawonekera koyamba pawailesi yakanema kumapeto kwa September 1997. Kanema wodziwika bwino tsopano anali ndi zithunzi za anthu odziwika bwino monga John Lennon, Albert Einstein, Bob Dylan, Martin Luther King kapena Maria Callas. Omwe adawonedwa ngati owonera m'zaka za zana la makumi awiri adasankhidwa kuti akhale pa clip. Mutu waukulu wa kampeni yonseyi unali mawu akuti Ganizani Zosiyana, ndipo kuwonjezera pa malo omwe tawatchulawa pa TV, zikwangwani zosiyanasiyana zidalinso mbali yake. Mawu odabwitsa a galamala Ganizirani Zosiyana amayenera kuyimira zomwe zidapangitsa kampani ya Cupertino kukhala yosiyana ndi omwe akupikisana nawo. Koma cholinga chake chinalinso kuwonetsa kusintha komwe kunachitika mu kampaniyi Steve Jobs atabwereranso kumapeto kwa zaka za m'ma XNUMX.

Wosewera Richard Dreyfuss (Kukumana Kwapafupi kwa Mtundu Wachitatu, Nsagwada) adasamalira kutsagana ndi mawu kwa malo otsatsa - mawu odziwika bwino okhudza zigawenga zomwe sizikugwirizana kulikonse komanso omwe amatha kuzindikira zinthu mosiyana. Malo otsatsa, pamodzi ndi zolemba zingapo zomwe zatchulidwazi, zinali zopambana kwambiri ndi anthu wamba komanso akatswiri. Unali woyamba kutsatsa pazaka zopitilira khumi kuyendetsedwa ndi TBWA Chiat / Day, bungwe lomwe Apple idagwirizana nalo poyambilira malonda a Lemmings kuchokera ku 1985 sanalandiridwe bwino ndi anthu.

Zithunzi

Ganizirani Zosiyana Edison

Ganizirani Zosiyanasiyana za Einstein

Ganizirani Zosiyanasiyana za HItchcock

Ganizirani Maumunthu Osiyana

Mwa zina, kampeni ya Think Different inali yapadera chifukwa sinathandizire kulimbikitsa chinthu china chilichonse. Malingana ndi Steve Jobs, amayenera kukhala chikondwerero cha moyo wa Apple komanso kuti "anthu olenga omwe ali ndi chilakolako akhoza kusintha dziko lapansi kuti likhale labwino." Zamalonda zidawululidwa posachedwa panthawi ya kuyambika kwa America kwa Nkhani ya Toy ya Pixar. Kampeniyi idatha mu 2002 pomwe Apple idatulutsa iMac G4 yake. Komabe, CEO waposachedwa wa Apple Tim Cook adati chaka chatha Think Different akadali okhazikika mu chikhalidwe chamakampani.