Apple Computer Inc.

In the mid-nineties, the Apple decided to restore its brand with a bold new approach to advertising using the OOH medium. With the simple “Think Different” tagline connected to black and white signature images of many recognizable cultural icons - Mohammed Ali, Albert Einstein, Frank Sinatra, and others – the company reestablished its pedigree in the competitive hi-tech segment. Since the launch of the “Think Different” campaign a decade ago, the company has continued to define itself, in part, through the consistent use of OOH advertising.