Apple’s "Think Different" campaign has won one of the advertising industry’s top awards, the GRAND EFFIE, a tribute both to Apple and its advertising agency, TBWA/Chiat/Day Los Angeles.

The campaign was judged to be 1999’s most effective advertising campaign, Bruce Meyers, 2000 EFFIE Chair said: "The competition was particularly strong this year and TBWA/Chiat/Day’s winning of the GRAND EFFIE is a real achievement, the New York AMA congratulates them, and all the EFFIE winners."

The "Think Different" campaign launched in 1997, featuring such renowned cultural innovators as Albert Einstein, Muhammad Ali and Pablo Picasso, The campaign was designed to both celebrate their creativity and to highlight what it is that makes Apple users different from PC owners. The intention was to re-establish the Apple brand in consumers’ minds. Once Apple had done this, the second phase of the advertising stressed the technological superiority of PowerPC G3’s and iMacs.

The EFFIE awards were introduced by the New York American Marketing Association in 1968, and are now recognized by US agencies and advertisers as the pre-eminent award. In 1981, the EFFIE awards program entered Europe in 1981, the first pan-European EURO EFFIE competition began in 1996.