Balance Sheet
- Brand:
- Apple
- Agency:
- BBDO
1988FilmVideo · YouTube
Timeless principle
Challenge the customer’s worldview, not just the competitor’s product.
The idea
Use a business balance sheet to reveal how much human possibility conventional accounting leaves out.
Why it works
A familiar corporate document becomes the setup for a more expansive definition of value. Apple positions personal computing against bureaucratic thinking rather than another machine. The contrast makes creativity feel like the missing asset.
