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PICASSO APPLE ADVERTISING BANNER. APPLE COMPUTER, INC. Think Different: Picasso. Printed vinyl b...
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Beschreibung
PICASSO APPLE ADVERTISING BANNER. APPLE COMPUTER, INC. Think Different: Picasso. Printed vinyl banner, [Cupertino, CA: c. 1997/1998], 1,550 x 700 mm, the recto featuring an image of Pablo Picasso, the verso featuring 'Apple' in white letters against a red ground, woven borders at top and bottom edges, minor wear and soiling. 'Think Different' was the ad campaign announcing the new direction the company took after the return of Steve Jobs. Jobs had Lee Clow of the Chiat/Day advertising agency come to Apple headquarters to pitch for a new ad campaign. Jobs recounted the scene: 'This chokes me up ... It was so clear that Lee loved Apple so much. Here was the best guy in advertising. And he hadn't pitched in ten years. Yet here he was, and he was pitching his heart out, because he loved Apple as much as we did. He and his team had come up with this brilliant idea, 'Think Different.' And it was ten times better than anything the other agencies showed. It choked me up and it still makes me cry to think about it, both the fact that Lee cared so much and also how brilliant his 'Think Different' idea was ... I cried in my office as he was showing me the idea, and I still cry when I think about it' (Isaacson p 328). The campaign, with its simple slogan tied to images of the most creative and historically impactful figures of the last century, was a major success for both Apple and TBWA/Chiat/Day. It received both critical acclaim and managed to reestablish the counter-culture aura of the company's early days. This banner features Picasso and was among the first set of personalities to be included in the campaign. Isaacson Steve Jobs (New York: [2011]). For further information on this lot please visit Bonhams.com For further information about this lot please visit the lot listing
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PICASSO APPLE ADVERTISING BANNER. APPLE COMPUTER, INC. Think Different: Picasso. Printed vinyl banner, [Cupertino, CA: c. 1997/1998], 1,550 x 700 mm, the recto featuring an image of Pablo Picasso, the verso featuring 'Apple' in white letters against a red ground, woven borders at top and bottom edges, minor wear and soiling. 'Think Different' was the ad campaign announcing the new direction the company took after the return of Steve Jobs. Jobs had Lee Clow of the Chiat/Day advertising agency come to Apple headquarters to pitch for a new ad campaign. Jobs recounted the scene: 'This chokes me up ... It was so clear that Lee loved Apple so much. Here was the best guy in advertising. And he hadn't pitched in ten years. Yet here he was, and he was pitching his heart out, because he loved Apple as much as we did. He and his team had come up with this brilliant idea, 'Think Different.' And it was ten times better than anything the other agencies showed. It choked me up and it still makes me cry to think about it, both the fact that Lee cared so much and also how brilliant his 'Think Different' idea was ... I cried in my office as he was showing me the idea, and I still cry when I think about it' (Isaacson p 328). The campaign, with its simple slogan tied to images of the most creative and historically impactful figures of the last century, was a major success for both Apple and TBWA/Chiat/Day. It received both critical acclaim and managed to reestablish the counter-culture aura of the company's early days. This banner features Picasso and was among the first set of personalities to be included in the campaign. Isaacson Steve Jobs (New York: [2011]). For further information on this lot please visit Bonhams.com For further information about this lot please visit the lot listing
History of Science and Technology
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Ort der Versteigerung
580 Madison Avenue
New York
New York
10022
United States
...
Wichtige Informationen
You are advised to visit www.bonhams.com for any additional information regarding auction 29514 which may have come to light for any Lot after producing the catalogue, which will be included in a "Sale Room Notice" accompanying each Lot.
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