Think Different Exercise
In 1997, Apple, Inc. supported its “Think Different” marketing campaign with a 1-minute commercial featuring black-and-white footage of 17 iconic 20th-century personalities. The commercial was conceptualized by the Los Angeles-based advertising agency TBWA/Chiat/Day.
Find a copy of this commercial, also known as the “Crazy Ones” commercial, on the Internet and watch it.
Identify the 17 individuals shown in the background and, as a team, discuss the following questions:
What did each of the individuals contribute to the world?
How was each of these contributions rooted in creative thinking; that is, how did each change existing paradigms of seeing or experiencing the world?
Are there defining characteristics shared among all or most of the individuals?
What is the value of imagination and thinking outside the box with regard to their contributions?
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