Apple. Big and Small.
The launch of the new, big and small Apple Powerbooks.
Apple was planning the launch of the PowerBook line with the biggest laptop screen ever (17”) and the most compact full featured laptop (12”). Therefore the creative idea focused on size. We believed that a lovely way to dramatize the size differences would be to feature two famous people known for their size - Yao Ming (NBA talent) and Verne Troyer (famous as “Mini-Me” in Mike Myers’ Austin Powers movies).
So as you’ll see, big guy has little computer, little guy has big computer.
"Big & Small"
This was the launch of the first 17" laptop ever.
We printed it life size on newspaper center-spread, to show just how big it is.
"Actual Size"
We followed up with a side by side comparison to drive the point home
An example of the life-size posters that were put up at launch
And the launch of the new very powerful G5 tower.
"Aftermath"
EFFECTIVENESS?
Just look at Apple shares today.
;)