Apple Think Different - Cesar Chavez - Small

Steve Jobs had just returned to the struggling company, Apple Computer in 1997. Jobs and Lee Clow had collaborated back in 1984 to launch the MacIntosh. Now was the time to recover the sense of Apple’s place in the world of creative users. The TBWA Chiat/Day team said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. The "Think Different" phrase provided an opportunity to celebrate both the creativity of these people but also the distinctiveness of Apple in the computing world, responding to IBM’s historic campaign motto, "Think". The campaign was swiftly approved by Apple, then begun with the television commercial, which first ran on Sept. 28 1997, followed by the print ads, billboards and posters. (Source -Inspiration Room) To read more about this renowned campaign, click on this link to read a background article by Rob Siltanen who was the Creative Director for the campaign - https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/#7bc50b3962ab. This image of Cesar Chavez was part of Apple’s "Educators Set", which was printed in 2000 and distributed through its Education Channels. Included with the set was a biography of each person depicted. Here is an excerpt: "Cesar Chavez: ‘Laborer’. He was a humble man who never owned a house or earned more than $4,000 a year. Born in Arizona, he was a migrant farmworker. He became the founder and lifelong leader of the United Farm Workers Union. He organized fasts, marches, and boycotts against agribusiness to battle racial and economic discrimination. He undertook several fasts, the longest for 36 days, protesting abusive farmworker conditions, opposing pesticide poisoning, unfair pay, and lack of healthcare benefits. A deeply spiritual man influenced by St. Francis and Gandhi, he gave his people a sense of moral purpose and social responsibility. He was, in the words of the Pope, "as very special prophet for the farmworkers of the world." And in the words of Robert F. Kennedy, "one of the heroic figures of our time". In 1990, President Salina de Gortari awarded Cesar the highest Mexican civilian award, the Aguila Azteca. In 1994, President Clinton posthumously awarded him the United States Medal of Freedom, the highest U.S. civilian award." This is an Original Poster; it is not a reproduction. The poster was printed on heavy weight paper and is in excellent condition. We guarantee the authenticity of all our posters.