A new spin on Apple’s ‘Think Different’ campaign could turn you vegan

In 1997, Apple launched a campaign that changed the company’s trajectory forever and catapulted it into the zeitgeist.

Before launching the Think Different campaign, which featured a plethora of historical icons and industry leaders, Apple was routinely overlooked in technology, often labeled a “toy” designed for “creative types”. Forbes Comment.

After launching the campaign, Apple saw an immediate uptick in business despite no new product launches. And within a year, the company’s share price tripled.

Today, the Think Different campaign is considered one of the most successful advertising campaigns of the 20th century.

And this month, Eat Differently—a new LLC and self-described “public service resource”—launched a new, vegan Think Different revamp designed to help the public think critically about their eating habits.

Fleshless icons take center stage

The Eat Differently campaign unveiled 29 billboards across Greater San Diego earlier this month, each featuring a trailblazer known for following a meatless diet.

“Eat Differently basically indicates that many of these lights [from the original campaign] Not only thought differently, a large percentage of them ate differently,” Lori Amos of Scout 22, the public relations firm that spearheaded the new campaign, told VegNews.

Eat differently

The new billboards feature an icon next to text highlighting their food, environmental work, or influential status. Just a few feet from a Wingstop outpost, a billboard stands tall, emblazoned with a portrait of legendary musician Paul McCartney next to the words “Let it be meat free.”

In another, vegan climate activist Greta Thunberg appears next to the phrase, “Tomorrow depends on you.” Civil rights activist and labor leader Saver Chavez appears next to “his food is revolutionary.”

Even the late Steve Jobs, who was instrumental in Apple’s original Think Different campaign, is featured. His billboard reads, “Eat differently.” Albert Einstein and Mahatma Gandhi, who were featured in Apple’s original Think Different campaign, are also among the historical figures featured on Eat Differently’s billboards.

Eat differently

The 29 billboards will be on display for the next three months, and by the end of the year, they may come to two more American cities, with an international launch planned for 2024. For this initial run, Amos notes, San Diego was chosen for its population size (the metropolis is California’s second most populous city) and its mostly health-conscious residents.

Just the facts

Eat Differently isn’t necessarily an overtly vegetarian campaign, says Amos, despite prominently featuring portraits of meatless icons, each created by renowned motion painter and animal activist Amy Berkman.

“Although [Eat Differently, LLC] There is no problem with the word vegan, and in fact, many of the people who worked on this campaign are vegetarians, this campaign is a fact,” he explains. “We’re not selling an ideal. We are presenting information,”

Eat differently

Each billboard prominently directs passersby to EatDifferently.com, where visitors are offered quotes about meat-free diets from each featured icon and other famous figure.

A dedicated page also thoroughly outlines five key benefits of a plant-based diet: improved health and well-being, improved planetary health, reduced animal cruelty, reduced risk of disease and epidemics, and the opportunity to better address world hunger.

“These are all events that we can point to and they can be wrapped up in a beautiful motivational message [Eat Differently] Hope resonates with people from all walks of life,” Amos said.

Additionally, a campaign video—created by an Academy Award-winning director—inspired by the original Think Different video can also be viewed online.

Already, San Diego locals are responding positively to the campaign billboards. “Vegans love publicity,” notes Amos “But it’s the vegetarians, who know they should eat less meat and dairy, who are appreciating it the most.”

“They don’t feel judged. They feel motivated,” he elaborated. “They are not being attacked. It is a message of positivity.”

Got wood?

The Eat Differently campaign comes less than two months after Aubrey Plaza’s “Wood Milk” campaign first debuted. The ad, which was created by the Milk Processor Education Program, is the latest effort by Big Dairy to influence consumer spending and increase dairy sales.

wood milk

Almost immediately, the Wood Milk campaign became widely known. “It came out of desperation,” Amos said of the ad campaign. “It’s really like lowest common denominator advertising. [It tried] To appeal to people’s worst qualities, which are seditious and divisive.”

“We’re trying to do the exact opposite,” she explains. “We appeal to better qualities, and we inspire, therefore [Eat Differently] A complete 180 indeed [the Wood Milk] campaign.”