The whole concept of "Think Different" was a turning point in their advertising. It highlighted for all of us, to never stop pushing and never give up on an concept that you believe in. The pull-at-your-heart strings, emotion rich ads don't always work, but this is one in particular resonated with the public.
So it is good to be crazy, afterall.
Glatfelter has created a paper that keeps book paper from fading, deteriorating, and ultimately disappearing. As part of the campaign, Sync Creative created the following materials: identity, logo, website, and several print ads. The campaign focuses on the idea that literature and the written word should not be treated as disposable items. We used novels compared to disposable items such as old pizza boxes, newspapers, discarded coffee cups, and toilet paper to emphasize that notable novels should not be treated in such a way. The website sends users to a petition to fill out and show their support of the initiative.
